A couple of weeks ago, we saw one of the most unusual, but possibly one of the most important applications of the social media marketing in the Philippines: that of disaster awareness and good governance.
Tropical storm code-named Pablo, claimed the lives of well over 600 people and left hundreds of thousands of Filipinos in the south homeless, cold and hungry.
Among these nameless, faceless victims we find the story of Dante. In his mid-20s, Dante is a father of two little children. He works for a small factory in the next town for sweatshop wages.
When the typhoon broke out, he was caught flat-footed. He was unable to travel home because of the atrocious weather conditions and the blocked roads. With both mobile networks and CB radios out of commission, he didn’t hear from his wife and kids; until the other morning when authorities cleared the roads.
During those long, dark hours, Dante’s story went viral. Hundreds of thousands of people called for prayers and support. Dante knows he might not find his family. His only prayer is that he has a body to bury.
Somewhere, somehow Dante galvanized the nation. He became the face of the faceless. He became the voice of the unheard victims. Somewhere, somehow the entire Philippine social media made sure that the disparity between the North and the South of the Philippines, shouldn’t exist – not even at all.
Dante’s story hasn’t written itself out. There have been survivors; news agencies so report. But standing behind him, the entire Philippine social media held hands in prayer and support that knew no space or bounds. The entire nation driven by Facebook and Twitter, leaped forward with various canned goods, medicines and clothes for the affected provinces.
Can social media marketing in the Philippines truly make a difference?
We hope so; we sincerely hope so.
About the Author: Shandi Tan works for Pulyetos, LLC.