What Works for Companies Can Work for Communities Too

Over at Black Web 2.0, Pepsi's We Inspire Digital Campaign gets a special nod for its use of social media and digital messaging to salute Black Women. According to Robin Caldwell, Managing Editor of Black Web 2.0:

Pepsi has been aggressive lately in creating interesting and engaging digital content. The Will.i.am and L.M.F.A.O. collaboration (Pepsi Taps…Digital Remix Project) is one such effort. However, the brand’s latest project gives a major nod to African American women and is inspired by the growing popularity of mommy bloggers.
PepsiWeInspire.com is an interactive website and community for African American women that celebrates the bonds between women. And they are bringing the star power to inspire the rest of us to share our stories of beauty, laughter, joy, hope, wisdom and love.

I love that companies are finally starting to realize the value of people of color and are finding creative ways to incorporate us more in messaging and branding campaigns. There seems to be a growing sense that if you want us as consumers, you have to be willing to speak to us and through us; blind loyalty is perhaps a thing of the past. My question then, is why can't we do the same thing for our communities? Why can't we start using digital platforms to message to about about our communities about more than product consumption and entertainment?

Across the country, bloggers, social media consultants, online entrepreneurs and digital content creators are finding new ways to expose and promote their brands online. So with all the world a twitter (no pun intended) about social media and online activity, isn't it time that we start using the same tools that make publicity and self-aggrandizement possible for the greater social good? What if someone created an online campaign specifically targeted towards enhancing entrepreneurship, literacy, education and greater proficiency at science and math? What if we supported a site that promoted social services and communitiy projects that enhance the wellbeing of the people in a certain city or town.

There is a vast untapped potential for social media and digital content that we haven't begun to touch yet. I love my entertainment as much as the next person. Now it's time for the next frontier. I'm ready for content and digital campaigns that empower and entertain!