The article did have some useful tips for companies trying to get involvement via social media.  As a member of this generation, I do always see opportunities to join (or “like”) causes that I’m interested in.  However, I feel that there usually isn’t any visible action taken when you participate in this kind of activism.  For example, if I join a group or like a cause, what happens?  Is money donated from a corporation to that cause?  Or does it just make me look good because I care?

I agree with the tips in the article, but I think it is more important for corporations to demonstrate that people can make a difference by participating in this kind of activism.  Maybe if a cause gets so many followers, the company will donate X amount of dollars toward the cause.  To me, that would be worth joining.  I see many of my peers that “support” so many causes on Facebook or Twitter, but do no real work for said cause in real life.  It’s a way to look cool, and a lazy way to “participate” in a cause that generally doesn’t bring much to the table other than vague awareness.