The answer is yes, it can, according to Harvard professor Robert Putnam, but you’ll want to read on for some important nuance.
A recent Los Angeles Times article recounts the story of a man who was in need of a kidney. His wife, Roxy, posted to her Facebook wall: “Wishing a kidney would fall out of the sky so my husband can stop suffering. So if anyone knows of a live donor with type O blood, PLEASE let me know.”
A man who had met Roxy once but was her Facebook friend saw the post and responded. Soon enough, her husband had that new kidney.
According to the article:
Are people more likely to be philanthropic through Facebook and other social media? Plenty of charities have banked on the theory — but if there’s any power in it, it may come from a more general idea not limited to the Internet: the theory that people are more likely to be generous in social networks of all kinds, from family to clubs to religious organizations.
Robert Putnam, author of “Bowling Alone: The Collapse and Revival of American Community,” would probably agree. The Harvard University professor compared Americans’ charitable tendencies to their social connectedness, and found that they matched up pretty well.
In this paper, he writes, “By far the best predictor of philanthropy, for example, is not how much money you have, but how many clubs you go to or how often you go to church. There is a very strong affinity between social connectedness and altruism.”
By this logic, simply belonging to a group that another person belongs to makes it more likely that you will help them out in a time of need. This is useful for individuals but especially interesting from the perspective of a business or organization. Although it’s unlikely that a business would ever need a kidney transplant, Putnam’s research shows that people are more likely to help out those they feel connected to. Belonging to a brand’s Facebook Page might be a relatively loose connection, but it increases your desire to help the brand all the same.
Businesses and organizations that can create a sense of community among customers or donors create more than just an affinity group–they create a group of people that may help the business or each other out in a time of need. Whether it’s for market research, customer support, or brand loyalty, relationships and the reciprocity they breed are an invaluable resource for businesses.
Do you feel a closer connection to the brands you Like on Facebook? Participate in our five-minute research study to let us know and we’ll share the results in an upcoming post.