It feels insensitive and perhaps too soon to talk about marketing while the people of Haiti are desperately searching for loved ones and food and water in the wake of the 7.0 earthquake and subsequent aftershocks that shook the capitol of Port au Prince on Tuesday.  However, I am humbled and proud of the role social and mobile media has played in the relief effort this week.  As of 11:00PM on Thursday night, The Red Cross reached $3 Million in donations via text messaging, but by Friday morning that number had more than doubled to reach $8 Million.  This jump is no doubt due to the incredible support for this campaign through other media channels, social media being a major contributor.  The social media formula that has caused it to be a cannot-ignore marketing tool for companies has now become a humanitarian tool. The open communication format allows for an outpouring of supporters and fundraising requests that provides top of mind awareness and constant motivation to help.  The real time conversation that can sometimes be the bane of some companies’ and celebrities’ existence now provides them a captive audience just wanting someone to tell them how they can help.

Mobile has also been a key tool in fundraising efforts because of its ease of use, pure and simple.  In times of crisis where swift action is necessary, people feel the immediacy and want to donate using the quickest method possible.  Mobile is unique because it only takes a few strokes of the keypad (or touch screen) to make a difference.  That, coupled with the fact that The Red Cross uses small donations of $10 or $20 as the default amount allows just about anybody to help, even if they can’t afford much.  Even the most user friendly websites can’t offer one step instant donation.

With The Red Cross collecting unprecedented amounts to aid the people of Haiti, I can’t help but feel a sense of justification for social and mobile media that should cause skeptics of its purpose and staying power to pause.  Many skeptics like to point out the destructive forces of social media while clinging desperately to the notion that they still have control over their brand, but for once I hope this proves as an example of the comradery and philanthropic spirit that social media can foster.