Facebook has taken over and created what Robin Wilson (2012) calls a “global phenomenon” (p. 61). The social media site enables users to connect and share with family and friends. Since its creation Facebook has been on of the most visited social networking sites in the world. Thus making it the perfect platform for brands and companies to market themselves. Brands can use Facebook to ” (…) build communities of advocates and engage with these communities using the functionality of the platform” (Wilson, 2012, p. 61).
Facebook has been the launching site of many successful media campaigns. One campaign in particular that I will never forget is the Human Rights campaign in support of marriage equality. While this occurred months ago it is a media campaign that made history.
March of 2013 was a historic time for Human Rights. The Supreme Court heard two cases about marriage equality which began the Human Rights viral campaign. The Human Rights logo displayed above (normally blue with yellow equal signs) was plastered across Facebook profiles to show support towards marriage equality in reguards to Proposition 8. “According to Facebook, some 120% more users changed their profile pictures on Tuesday, March 26 than on the previous Tuesday. The logo received 10 million impressions, 189,177 shares, 95,725 likes and appeared more than 18 million times in News Feeds”.
Overall, this campaign took over Facebook. I recall many of my friends including myself showing support by uploading the red Human Rights logo and setting it as a profile, or cover picture. This meant so much more than any other brand campaign because it touched so many people. At the end of the campaign it was reported that the Human Rights Corporation reached over ten million Facebook users across the world.
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