Breast Cancer and Social Media

In reference to Communicating “pink”: an analysis of the communication strategies, transparency, and credibility of breast cancer social media sites.

 Just like many social media objectives breast cancer organizations also strive to create communities through social media. When people are going through such a tough time it is important they become familiar with their organizations and trust in them. They need to see a human face in the mist of machines and chemicals. That is why it is especially important for not only cancer organizations to build communities but especially breast cancer. Breast cancer affects majority women and women are more likely to create a bond with one another. It is easier for women to share and connect with each other when they have an organization that brings them together to help them feel comfortable. From my experience working at a caner hospital breast cancer gets a large amount of support through races and fundraisers. Not only do a lot of people come together for breast cancer awareness but they are very active on social media. Most cancer patients are not hesitant to share their experiences, struggles and triumphs through their cancer journey. It is with the help of these cancer organizations that they find place to connect and share their stories.

However, as the article states these organizations shouldn’t only create a place for their audience to engage but the organization also has to become a part of the conversation. One of the reasons these types of non-profits can be more successful on social media is because they are not trying to sell customers something, but they are trying to educate and provide services. As the article says these types of actions on social media bring in donors that help support the organization and further their cause.

On the other hand, many non-profits can fall short in using social media because they don’t always see the importance of communications in a non-profit organization. But they need to remember that social media is one of the only places where there are no gatekeepers to filter information. Aside from events, social media is a direct connection to an organization’s intended publics and gives them the opportunity to show what they stand for without any filters. This study demonstrates that the most successful breast cancer organizations are the ones that are also most effective on social media. Non-profits should not ignore the opportunity to communicate with their publics. They should learn to embrace it and use social media to its full advantage, in the correct ways of course.