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MPPR-785 Social Media for Social Causes

MPPR-785 Social Media for Social Causes
Geoff Livingston
Social media offers organizations a great tool set for a wide variety of philanthropic
activity including activism, education, donor development, and direct fundraising. To
actively use social media for social good, non-profit communicators need to cross the
great divide from one-way to two-way communications.
This class begins with an examination of social media in a general sense to understand
the fundamental underpinnings of online communications. It then analyzes social
media and traditional marketing strategy applied to social causes. The class then
surveys the current social media tool set to see how the various tactics work. We will
examine how these principles apply across different segments of the non-profit world.
Credits: 3
Prerequisites: None
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