Online/Offline Media

     Charleston Parks, Randomhouse Buzzers, and Sea World used or are using social media campaigns to educate and engage patrons about their companies.  The goals of all three campaigns are to drive business to the company.  Even though Charleston Parks is a non-profit, the end result is to have interested people donate to their cause.  Randomhouse is creating reading awareness among teens while SeaWorld targeted a roller coaster audience to announce the Atlantis and drive business to the park.  All three appear to be successful in targeting their markets, engaging their customers, giving them something in return for participating on their site and ultimately driving business to their companies or organization.
     Randomhouse Buzzers was a little difficult to understand at first blush.  I actually went to the Facebook page to have a better understanding of what the group is.  They also use Twitter allowing for authors and members to quickly exchange thoughts - effective for this audience.  Charleston Parks has further outreach including Facebook, Twitter, Flicker, and YouTube.  I couldn't find them on Foursquare even though it was listed.  These platforms appeal to a wide range of constituents and help display the parks and their events - pictures and videos speak volumes for this organization.  Of course you would want to support them after seeing them!  SeaWorld was much more specific in identifying their target blogs.  As the case study shows, the blogs were very effective in driving coaster enthusiasts to the park at  a much cheaper cost than traditional marketing.  They were also able to measure the ROI - something that is difficult to do for social media.
     Each campaign used video or pictures that could easily be shared.  They connected to Facebook and Twitter.  Visitors were invited to engage in something specific - to take action.  For this action, they were given something in return.  RandomBuzzers members earn bucks  to purchase books, bloggers and coaster enthusiasts were invited to attend the Atlantis media day, and park angels have opportunities to give back to the community and learn gardening tips.  The call to action can easily move patrons from participating online to participating hands on in the chosen community. Social media elements that engage patrons and call them to action helps educate communities and drive business.
 
 http://www.charlestonparksconservancy.org/home/
http://www.randombuzzers.com/
http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.htmlhttp://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html