How social media for do-gooders is changing the world

The other day, someone asked me what benefits Missing Link offers in comparison with other social media agencies in the States. It was a great question. I'd like to share my response:

Dear [XXXX],

I hope you’ve been well. Thanks for your email; I’ve been cogitating on it.

I don’t know the specific companies you’re working with in the States, so I’m unable to position us against them. I can, however, tell you what we’re about. Missing Link’s purpose for existence is to improve understanding in the world. We believe that the more people understand each other – even when they don’t agree – the better off we all are. This purpose is what drove us to social media.

I firmly believe that social media is a catalyst that will radically transform how companies perceive themselves, as well as how we as individuals and society perceive their role. We are shifting from a “just business” model to a model that acknowledges how business and corporations affect every aspect of our lives. We are beginning to understand that the word “sustainability” is no longer the exclusive purview of commune-based hippies, and that being truly sustainable takes into account staff, customers, community, society, and, of course, profit.

For companies that are ahead of the curve, the social media landscape allows their good behavior to shine and the market to reward them accordingly. At the same time, companies that still don’t understand the need to be accountable to the world around them can no longer hide. Like it or not, all of our behavior is out in the open, but openness alone doesn’t cut it. Once the dirty laundry is aired, we have the opportunity to clean it – and that’s where transformation begins.

In order for us to thrive in this new landscape, we have to shift our perspective, from a top-down, command-and-control model to a systemic, co-creation model. We have to realize that we no longer operate in an “us vs. them” environment, whether the us and the them be management/labor, company/customers, or business/society.

We know many companies that are making that transformation, and we want to do everything we can to help them get there. We’re helping the Natural Gourmet Institute in New York make the world a healthier place with whole food. We’re helping New Zealand-based MiniMonos reach a global audience of kids who are passionate about sustainability. And we’re helping TEDxSoMa in San Francisco spread ideas worth spreading.

These beliefs are what drive us to offer “social media marketing for do-gooders”. They color the approach we take and the clients we accept. They are why we get out of bed every day. And I’d be delighted for us to put them to the service of your efforts to change the world for the better.

Looking forward to hearing from you.