Every marketing blogger probably already has or plans to blog about the success of the ALS ice bucket challenge, but I’d be remiss as a marketeer who understands both the perils and benefits of social media, if I didn’t post about the great example of using social media for good that the ice bucket challenge represents.

Social media is no longer a new or innovative form of promotion. It has been around for quite some time now and, almost undoubtedly, is here to stay — for better or for worse. Since both organizations and individuals have very little control over what is said about them on various social media sites, particularly Twitter and Facebook — and even YouTube because of the ability to comment on videos — it’s a wonderful day for an organization when social media users use these channels to support good activities and altruistic behavior.

I imagine there will be lots of copy cats now — particularly, non-profit organizations who could really use a large influx of funds to support necessary research for their cause, or just to carry out their social service activities. I certainly won’t blame or criticize any organization with health-related or other social service missions for trying to launch an equally effective campaign. However, I do believe the organization in-question will need to still come up with a theme and activity that differs a fair amount from ALS’.

First of all, it wouldn’t seem fair or right to steal ALS’ thunder or divert funds away from them using tactics they employed so effectively and on a large scale. Secondly, if the majority of large non-profits decide to implement similar campaigns, I believe there is going to be a limit to the return on investment. Perhaps, I’m wrong, and I welcome your thoughts, but each and every individual and organization only has so many $$ they are willing and able to contribute annually, so regardless of the effectiveness of such campaigns, both the dollars and newness/fun factor that encourages people to participate are going to run out. So, those implementing such campaigns are going to need to come up with something very different and engaging to both grab the attention and donations of their target audiences.

I have to close with thanks, prayers, blessings, and good thoughts for both Pete Frates and his dear friend, Corey Griffin, who was so instrumental in launching the campaign. As most of you may know, Corey recently lost his own life to a scuba diving accident. My heart and thanks goes out to both of their families too — for all the pain and suffering they’ve endured or will endure and all the good they’ve done through their support of and work related to the ALS campaign.

I am adding Pete and Corey to my Keep Up the Fight page right now as I can’t think of anyone more deserving.