Earlier this year I watched the Human Rights Campaign (HRC) go viral on Facebook. The Human Rights Campaign is America’s largest civil rights organization that strives to end discrimination against LGBT citizens. Facebook followers united together to support marriage equality by helping spread awareness through likes and comments, while tons of followers even changed their profile photos to the campaigns red version of the logo to show their support.

Movements supporting causes like these are started everyday and social media is at the very heart of many of these efforts. Now charities and causes are using the power behind social networking more than ever before and it’s transforming our own social media experience into a completely different, more socially-responsible world. We’re especially seeing more and more major brands get socially involved with supporting causes. And why wouldn’t they when a recent survey found that 83% of Americans want brands to support causes while 41% of people bought a product from a company because they knew the company was associated with a great cause. For brands, the answer is obvious.

While social media has always been a great way to get the word out about a cause, it’s also benefitting organizations in ways far beyond basic awareness. Lots of brands are using the actions behind social networking sites to help charities spearhead their fundraising and donation efforts. From mobile text-to-donate initiatives to companies pledging to donate “X” amount of dollars for every Facebook “like” a post receives…our socially connected world has never been more socially conscious. There are even a variety of terrific apps completely devoted to helping you learn more or donate to a great cause. Giving back has never been easier!

At Connect360, we pride ourselves on being a socially responsible company, and celebrate and embrace all the ways our social lives can help do good. As PR professionals we always strive to get the best results for our clients, and while tracking results and sharing in the excitement of a great campaign is a part of our job, knowing you contributed to something great is more rewarding than any statistic or report can show. I think we can all agree that it feels good to know that underneath a social media world that’s overloaded with gossip and constant oversharing; there are also endless ways to do some good.

Tell us how you turn your social media experience into something good. Join us on Facebook or drop us a line on Twitter.