Every once in a while I run into someone who still doubts the value of social media and questions its relevance in business. A recent article in Forbes titled The Ice Bucket Challenge: Over a Million Participate In the Craze is a great example of how one organization (the ALS Association) was able to take advantage of social media and raise awareness and donations for its cause. Through the Ice Bucket Challenge and its social media reach (2.2 mentions on Twitter and 15 million comments on Facebook), more than $22 million has been raised, compared to $1.7 million during the same period last year.

The Ice Bucket Challenge involves pledging money to the fight against ALS, then dumping a bucket of icy water over your head and challenging others to do the same. The MACPA’s CEO, Tom Hood, was challenged to do so by the New Jersey Society of CPAs, and many others of us have been personally challenged.

There is no doubt that a clear social media strategy has many benefits. It can:

• accelerate your organizational strategy;
• enhance your connections to your customers, employees and community;
• allow you to manage more relationships; and
• increase your web presence.

At the Business Learning Institute, we have been helping organizations develop and implement a social media strategy with courses such as Social Media Strategy and Quick Start: Developing and Implementing a SocialMedia Strategy for CPA Firms and Organizations.

Take it from the ALS Ice Bucket Challenge: Social media will change your business. The Ice Bucket numbers don’t lie.