Cause-Related Meet Your New BFF, Social Media

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Christine Doré of animal rights group, PETA, is making some pretty bold suggestions about her team’s use of Facebook and Twitter to manage an anti-fur campaign against Zappos, the online show retailer and well known adopters of Twitter.

Back in August, we wrote to the company, urging it to adopt a fur-free policy. At the time, the company said that it would look into the issue to gauge people’s thoughts on it. So, to help speed that process up, we launched an online marketing campaign, getting members of the public to write to Zappos.com’s CEO and urge him to send the pelts packing—and more than 11,000 of you did! The campaign became totally viral and social networking played a huge part—many people posted tweets on Twitter, passed around our petition on Facebook, and much more.
I mean, seriously, is this the first campaign in history ever to be won by tweeting and the slick use of other online tools? It’s pretty exciting if you ask me—and also pretty novel! We are paving the way of the future, my friends.

Strange that such big news garners not a mention on Twitter.com/zappos.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.