Social media often gets a bad reputation: doomscrolling, divisiveness and fleeting trends dominate the conversation. However, it remains one of the most powerful tools for making a positive impact. Beyond marketing, social media offers an opportunity to support communities, amplify causes and connect with audiences in meaningful ways.
In today’s evolving digital landscape, businesses must be intentional in how they use their platforms. With the potential TikTok ban, Meta’s ever-changing algorithms and the rise of Bluesky, companies need to rethink their strategies. These changes present challenges, but also new opportunities for businesses willing to adapt and use social media as a force for good.
Authenticity Is the Key to Engagement
Although AI-generated images are shared prolifically, social media users can actually spot inauthentic content. Today, audiences connect more with real, relatable posts rather than overly polished corporate messages. Authenticity builds trust — whether that means showcasing the people behind the brand, sharing real impact stories or engaging directly with followers.
For businesses supporting nonprofits, authenticity is even more crucial. Audiences recognize when a company is genuinely invested in a cause versus when it’s simply checking a corporate social responsibility box. Aligning with causes that reflect company values and highlighting real impact fosters stronger engagement and credibility.
Adapting to Social Media Shifts
With uncertainty surrounding TikTok, businesses using short-form video should explore alternative platforms or dive further into existing platforms like Instagram Reels, YouTube Shorts and LinkedIn video. A multi-platform approach ensures content remains visible despite regulatory changes.
At the same time, platforms like Bluesky are gaining traction, signaling a shift toward decentralized, user-driven engagement. While these are still developing, early adopters may gain an advantage as these platforms grow. The key to long-term success is adaptability — monitoring trends, testing new strategies and refining content based on engagement data.
Using Social Media to Strengthen Communities
Businesses have a unique opportunity to amplify nonprofit efforts. Many nonprofits struggle with limited reach despite their powerful missions, while businesses often have large, engaged followings. Here’s how companies can help nonprofits further their missions and strengthen our community:
- Amplify Nonprofit Voices — A single share from a business can introduce a nonprofit to thousands of new supporters.
- Run Collaborative Campaigns — Partnering on a social campaign, such as a matching donation challenge custom donation page on AZGives.org, increases visibility for both organizations.
- Leverage Employee Advocacy — Encouraging employees to share nonprofit initiatives within the workplace expands reach beyond corporate pages. LinkedIn is a great platform for professionals to highlight causes the company, or they, support.
- Host “Social Good” Days — Dedicating a day to highlighting nonprofit partners, volunteers or impact stories fosters a culture of giving and can be good for employee retention.
A Future of Purpose-Driven Social Media
Despite concerns about negativity and fleeting trends, social media remains a powerful tool for connection, advocacy and impact. Businesses that prioritize authenticity, adaptability and community engagement will thrive in the evolving digital landscape.
By using social media not only for growth but for good, businesses can create lasting change — one post, one share and one cause at a time.
Contact AZ Impact for Good and Arizona Gives for ways to involve your business in giving back to the community.
