Advertising Age Article Abstract
How to Get the Social-Media Generation Behind Your Cause
For Young Adults, Activism Can Be Hitting 'Like' on Facebook, but Brands Can Use This to Their Advantage
NEW YORK (AdAge.com) -- Once social activism meant protest marches, civil obedience and sit-ins. But for today's 20-somethings -- sometimes called "slactivists" -- supporting or denouncing a cause is as simple as hitting the "like" button on Facebook or posting a hashtag to Twitter. And that's often where it ends. But that can also be where it begins, if marketers use social-media tools widely to get young adults more heavily involved in their cause-marketing efforts. ...