Water.org - Strategic Thinking on Social Media Automation

Mike McCamon, Water.org’s Chief Community Officer, presented at the Social Media Club of Kansas City breakfast, discussing the organization's social media automation strategy, Donate Your Voice. This enables Twitter and Facebook fans to authorize Water.org to use their social media broadcasting capabilities so that the organization can expand its reach. McCamon characterized the concept as enabling none-to-many, allowing fans to share their social network feeds with Water.org. He also discussed potentially sharing the technology with non-profit organizations or for-profit organizations that make a financial commitment to Water.org. However, such a strategy raises concerns as users may want to avoid surrendering their online voice to any organization without an option to approve message-specific content.