Retail giant Walmart, is using Facebook as a means to end hunger in the United States.
Walmart has committed $2 billion dollars through 2015 to help fight hunger. In their “Fighting Hunger Together” Facebook campaign, Walmart used the Food Research Action Center (FRAC), a national non profit organization working on public policy and private-public partnerships.
Before the Walmart Facebook hunger campaign, the Walmart Foundation was more interested in the food insecurity index – 1 of 6 people in the United States don’t know where their next meal is coming from. FRAC provided the top 100 communities, but Salt Lake was not the number one ranking.
And what were the results of Walmart’s food hunger Facebook campaign?
Salt Lake City, Utah received the most votes with 5,320,392 supporters. They also garnered a $1 million contribution to their hunger efforts. The next top 5 communities, receiving $100,000 each, were Fresno, CA, Columbia, SC, Ogden-Clearfield, UT, Charleston, NC/Summerville, SC and Bakersfield, CA.
There was no correlation between FRAC data and social media results, according to people familiar with the campaign. In measuring ROI, Walmart needed to identify the top 100 communities using FRAC data, and then which community online rallies were the most participative to assist in distributing $2 billion through 2015, and in the grant world sharing information contributed to their Facebook campaign favorable outcome. Walmart adds about 1 million new likes per month.
What is interesting about Walmart’s use of Facebook is that total votes counted were over 10 million, provided by a number of landing pages outside Facebook. The research will help the Walmart Foundation with their hunger relief giving in 2011 and beyond, according to Margaret McKenna, president of the Walmart Foundation. Why didn’t Walmart just use the FRAC data to distribute funds to the six hungriest communities in the United States? Social media provided a voice for those communities who rallied around the food insecurity index, responding to the psychological need, a key ROI measurement for this particular campaign.