February 16, 2011 16:24 ET

IABC/BC: Local Association Gives Back to the Community; Collaboration Between Social Media Experts and Local Non-Profit Creates Results

VANCOUVER, BRITISH COLUMBIA--(Marketwire - Feb. 16, 2011) -

Editor's Note: There is a photo associated with this press release.

Members of the IABC/BC (International Association of Business Communicators – British Columbia) Social Media Strategic Interest Group (SIG) volunteered their time over the last seven months to create a pro-bono social media strategy for a local charity.

In August 2010, the group offered local non-profit organizations an opportunity to receive guidance for their social media strategies. The winning organization would receive coaching and assistance with creating a strategic social media plan. Twenty-six applications were received and each submission was put through an evaluation process based on specific criteria developed by the Social Media SIG team.

After this rigorous search, Beauty Night Society, a volunteer-based organization in Vancouver's downtown east side offering wellness programs to women and youth living in poverty, was the successful recipient of the SIG's expertise. This choice was timely, as Beauty Night Society was in the process of a rebrand and gearing up for its 10th anniversary in December.

During the development process, SIG members spent time getting to know Beauty Night Society programs and their communication goals and objectives to ensure a successful social media plan was developed. With the expertise from IABC/BC's Social Media SIG, Beauty Night Society's Facebook and Twitter now actively engage with their followers and have excess of 600 Facebook fans and over 3,000 Twitter followers, creating awareness about their important cause, and recruiting volunteers and support.

Caroline MacGillivray, Founder and Director of the Beauty Night Society said, "Charities are mission driven and hopefully build communities of people who share the same value system. Thanks to IABC/BC we have been able to grow our community globally…Before working with IABC/BC one of our challenges was letting people know how the work we do has a profound impact on creating healthy communities. IABC/BC created a social media plan we have used to shape our messaging online and in mainstream media. Through this process, we have been able to engage more people locally and around the world who want to be a part of the evolution."


Founded in 1970, the International Association of Business Communicators is comprised of a professional network of over 15,500 business communication professionals in over 80 countries. The BC chapter is one of 105 worldwide and is the third largest Chapter in Canada with more than 600 members throughout BC. The chapter has an international reputation for progressive, professional communication and is committed to improving the effectiveness of organizations through strategic and interactive business communication management.

About IABC/BC's Social Media Strategic Interest Group

IABC Strategic Interest Groups (SIGs) are professional development and networking forums that enable members to get together to discuss issues and challenges, explore emerging trends, exchange ideas and network with peers. Rob McMahon formed the IABC/BC Social Media SIG in 2009 for IABC/BC members to discuss social media and its applications and best practices. The Social Media SIG has since evolved to a team of nine volunteers, all united by the goal of gaining practical experience and engaging with a not-for-profit in a social media project. The current IABC/BC Social Media SIG members are: Gus Fosarolli, Erika Harrison, Roxanne St.-Pierre, Leslie-Anne Drummond, Paul Hendren, Jill Benedict, Kelvin Claveria, Jason Sew, and Ryan Williams.

About Beauty Night Society

Beauty Night Society is a volunteer-based organization offering services to women and youth living in poverty who have been affected by homelessness, illness, addiction and abuse. The organization provides three streams of programming: wellness, makeovers, and life-skills development to build self-esteem and foster feelings of self-worth.

Web links:

IABC/BC: http://www.iabc.bc.ca

Beauty Night: http://www.beautynight.org

Social Media links:





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