Can Social Media Save Our Endangered Species?

Like large corporations, nonprofit organizations were once skeptical about social media.  They were not sure it would be worth the time setting up and maintaining their accounts.  Now that social media has matured, nonprofits are seeing that there are many benefits to jumping on the bandwagon.  They now see that it is a great way to interact with a large audience for not a lot of money.  Not only are a growing number of nonprofits taking advantage of social media sites, they are also getting creative with the way they use to send their messages.

Earthjustice is a non-profit public interest law firm dedicated to protecting natural resources, endangered species and a healthy environment.  What started out as a single firm fighting against the Walt Disney Company in 1971 has grown to nine small firms which fight hundreds of cases each year.  Their team of approximately 150 people has provided free legal representation to over 700 clients since the organization’s establishment.  Now Earth Justice is putting social media to work for them.

They recently launched a campaign called “Save Our Skins.”  The campaign gives a voice to animals with a Facebook Fan Page, Twitter accounts and YouTube videos;


in an attempt to educate the public about the current congressional plans.  Their goal is to send 37,000 letters to Congress to defend the gray wolf (@wolfsos,) the polar bear (@polarbearsos) and the salmon (@salmonsos) and more endangered animals.  

The campaign certainly is creative, but is it working? The most beloved character, the gray wolf, is growing in popularity with 182 followers and a TwitterGrade of 82 out of 100.  That seems promising, but is he saving his species?  Unfortunately, that is something that can only be revealed with time, but you can help by visiting the Earth Justice Website and signing the petition.  There is no cost and it takes about 30 seconds.  What are you waiting for?