Non-governmental vs. Social Media

In this week’s blog, I am going to talk about how non-governmental organization using Social Media to create benefits and achieve their mission. According to McKinsey Global institute, social sectors could get benefits based on five functional Social technologies value levers, they are Collect in formation and insights, Mobilize resources, Execute mission, and Organization-wide levers. And in the following blog, it is more focused on World Wide Fund for Nature (WWF) and how they use value levers to execute their mission by educating the public and engaging supporters.


The WWF is an international non-governmental organization working on issues regarding the conservation, research and restoration of the environment. It is the world’s largest independent conservation organization with over 5 million supporters worldwide, working in more than 100 countries, supporting around 1,300 conservation and environmental projects (Source from Wikipedia). Their mission is “to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature by: conserving the world’s biological diversity; ensuring that the use of renewable natural resources is sustainable; and promoting the reduction of pollution and wasteful consumption.”

Based on the research, WWF has massively integrated social networks within its campaigns and projects. For example, a WWF’s social spot is aiming to share links and sites worldwide to largely keeping in touch with participates and/or supporters, and share their newest information through these SNS. Furthermore, its latest mobile digital campaign “Little Things That Mean the World” has engaged Facebook to promote a new way of supporting WWF in UK.

  • Educate the public

WWF has widely use YouTube to promote its educational campaigns and projects. High click/viewing rate helps these educational video widely spread.  In the example below, the video starts from a cup of latte and trying to educate the public in increasing awareness of using less of our nature resources, as stated in the title, Change the way you think about everything. And it is exactly the magic power of using social media, which influences audiences’ potential awareness and encourage them to change behaviour in the end. Also, it is noticeable that, SNS like YouTube has its wide transmissibility, as a part of important platform of social network in nowadays, people would like to transfer/share anything useful/interesting they think to their friends or family. All these benefits WWF to close to achieve its mission.

  • Engaging supporters

Based on using social technologies, it is possible to engage huge amount of supporters at the shortest and cost efficient manner. For instance, WWF holds a global event “Earth Hour” on an annually basis. It is encouraged people/business/ governments to participate by switching of non-essential power for one hour at the end of each March. In my self-experience, I first noticed this event through a friend’s share link on Facebook. After registered the website of participation, I am now receiving a monthly newsletter via email from WWF Australia about anything news and ongoing event/ votes/ volunteers information. Even though this event has some critical site like “it does not help at all with merely one hour power saving”, this event could still build a huge database of supporters in a very friendly way. Furthermore, they also created the Google+ to share the information regularly, which has more than 126,166 followers.

To conclude, apparently, WWF is a sort of social media master in achieving their mission and goals. Also, they did more than I wrote. Hope you enjoy this reading.

Thanks for any comments.



6 thoughts on “Non-governmental vs. Social Media

  1. Hi Chuan, great example of WWF and its social media leverage. It would be interesting to see how they have increased the amount of people participating in the earth hour through their social media techniques. Looking forward to your next post!


    • Yeah, I found that in 2008, there were 80,000,000 American participate to the Earth Hour, and about 400 cities all over the world were recorded. This figure increased to more than 1,300 cities and 90,000,000 American involved in 2009. 🙂 thanks for your comment, I will visit yours for sure!

  2. Hi Chuan,
    Based on the given examples that you have mentioned in the value levers (Educate the public & Engaging supporters), I really agree with you that WWF has effectively used the available social technologies to reach its missions. By taking a look at the ‘ Change the way you think about everything ’ video, I like the idea that WWF managed to start with something simple like a cup of late and add more of its context to inform its audiences. I think that the organisation manages its message very well by selecting things that are common to our daily lives and following with its causes and effects. That makes it easy for most people to follow up the content and reconsider their actions in some aspects of their daily activities. With the use of Youtube, the content can be quickly and massively shared and able to reach to global targeted audiences in wider communities, and it might positively impact on how people think about the environmental conservation (e.g. protecting the wildlife, saving the natural resources).

    Nice post, Chuan 🙂

    • Yes, I totally agree with you that good designed YouTube video could help WWF quickly and widely spread what information they want to educate and telling the public. Thanks for commenting. !

  3. Hi Chuan,
    This is a great post regarding WWF and how they have successfully used YouTube to educate and spread awareness globally. However I would like to know more about how they utilized their Facebook page as well and why they decided on using Facebook, how did they engage the public through this channel as opposed to using Youtube?
    All in all this is a very informative post about WWF’s engagement in Social Media Ms, Chuan

    • Sorry Marcsion, I dont know what exactly are their strategies in using Facebook. This is too internal information that unless it was interviewed and published by news media. Also, using Facebook by WWF in my point of view is one of the examples only I mentioned here in engaging in social media. A experienced marketer should have no “preferences” between Facebook and YouTube, as they have different functions and targets.


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