Here is a great case study from Marketing Sherpa on UNICEF’s experimentation with social media. Lots of practical info here.

So far, heaps of awareness (i.e., "friends" and friends’ activity), but no discernible dollar payback. Seems like that’s the story with social media at this stage of the game. So don’t kid yourself or your boss … this is R&D, not fundraising.

Tom

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