HSUS avid user of social media

The Humane Society started utilizing social media early on by establishing a profile on MySpace, at a time when it was still the leading social networking destination, and later expanded to other networks. More recently, HSUS has focused most of their efforts on Facebook and Twitter because they have been getting the most attention, though the organization has active presences on many social networks, including YouTube, Care2, and Change.org.

The goals for social media is link the organization’s vision of building a movement to confront animal cruelty and celebrate animals worldwide. In addition to connecting with current supporters and using social media to encourage the spread of information and awareness, social media tools have actually helped the Human Society measurably reach new people.

Social media was the driving force behind the success with its second annual Spay Day Online Pet Photo Contest. HSUS raised more than $600,000 from 40,000 plus entrants. Facebook was the number one referrer to the photo contest website, and the Facebook app had a utilization rate of 60%. Also, only 42% of the entrants came from existing HSUS members.

By focusing marketing efforts on social media sites, HSUS has been able to tap the viral nature of such sites and spread their message to new people.

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