While social media marketing has proven to be an effective tool for helping companies generate new business, a recent study from marketing firm Ogilvy & Mather Worldwide found the platform can also be an instrument for raising awareness about injustice and driving social change.

While social media marketing has proven to be an effective tool for helping companies generate new business, a recent study from marketing firm Ogilvy & Mather Worldwide found the platform can also be an instrument for raising awareness about injustice and driving social change.

In a survey of 600 attendees at the World Non-Profit and Social Marketing Conference in Dublin, a sizable 84 percent of respondents indicated they think social media has reached a critical point for driving social change. Additionally, 51 percent of respondents said they believe social media marketing can be employed to make the world a better place.

“The survey findings demonstrate that social marketing is increasingly recognized and applied as a proven approach for public and private sector organizations to apply in helping to improve social ills,” said Jeff French, chair of the World Non-Profit and Social Marketing Conference.

Indeed, social media has proven to be effective at spreading messages regarding sensitive social issues, as demonstrated in recent months by the political unrest in England, Egypt and other countries. As the report shows, it can also be used to raise awareness about other issues, such as obesity, drug prevention and health epidemics.

Social media marketing can be instrumental in helping even a small message grow to a global level – a point recognized by nonprofits and businesses alike. As Brafton recently reported, 83 percent of smaller companies are currently looking to leverage the messaging power of social media marketing or plan to do so in the near future.