Phone Calls For Soldiers: a Social Media Valentine’s Story

I've talked before in this space about some of the things you can do to create social media success for your company. Here's a can't fail tip: create a community around something people are passionate about. The non-profit organization JoeOnTheMove has had phenomenal success as one of Facebook's quiet giants. In just 5 months, their cause page (Free Phone Calls For Soldiers) membership has grown from around 100,000 to just shy 1.5 million.

How did they do it? JoeOnTheMove is a charity who's sole purpose is to provide free or affordable ways for soldiers deployed overseas to have a few moments on the phone with a loved one back home. There are a lot of people who have a loved one in the services and each of them has a circle of influence in social media. So, when they join, it's not hard to get friends and family to join. Most of us know somebody who has somebody deployed overseas. And even if you don't, you can relate to the true human emotion of wanting to connect to a loved one that you are separated from. Tapping into human emotions is a key to any social media success. Just read some of the stories:"I want
to hear my husband’s voice. It kills me everyday not to hear my best friend's
voice. To hear him laugh, to hear him upset, even just to know that he is right
there listening to me is all I need some days. And there is nothing ruining a
moment like not being able to call. If I could have just five minutes without
worrying about a penny for every second I would cherish it." – Chris Snider

"As I fight to win the war my body is
raging against cancer, my son fights in the war against terrorism and those
who are against the freedoms all people deserve. We draw strength from each other,
knowing that family and their love is the backbone and the core of what is
important in our struggles. A terrorist is like a cancer that is trying to
spread through the body of the world, and as my son fights that I want to be
able to listen, share and support him in his challenging battle." – Debbie Peterson.

Right now, JoeOnTheMove is in the final stages of their Operation Valentines Connection campaign to raise $50,000 to provide free 5-minute phone cards to thousands of soldiers, so they can call their loved ones. It's a good cause and a good lesson in what makes social media work well. If you can tap into human emotions in an honest way and are truly looking to help someone out, you're way ahead in the social media world.

To donate, go to JoeOnTheMove.com or join their cause page on Facebook.

Mike McClure, ECD & Social Media Guy