A Marketer's Mindset

Why social media engagement is just the first step, and how to turn likes into real-world action.

by Jessica Kidd

Every October, pink takes over the internet for National Breast Cancer Awareness Month, and social media buzzes with campaigns urging people to get involved. Among the most well-known and debated efforts is the viral “breast cancer meme.” You’ve probably seen it: a private Facebook message asks women to share the color of their bra or the spot where they keep their purse, all in the name of raising awareness.

At first glance, these memes seem harmless, fun, and highly shareable. People love participating because they feel connected to a cause, and the memes encourage engagement with minimal effort. It’s only a simple click or status update. From a social media marketing perspective, this is a textbook example of virality. Emotional appeal, personalization, and social proof combine to motivate participation. But does this engagement actually translate into meaningful action?

Awareness vs. Action

This is the crux of the problem. These viral memes excel at diffusion, the spread of a message across a network, but often fail to link to real-world action. Sharing a Facebook status about bra color is easy, entertaining, and guilt-free, but does it lead to donations, volunteering, or advocacy? The Susan G. Komen Foundation saw some uptick in interest during the viral meme’s circulation, but it’s nearly impossible to attribute any donations to the meme itself directly. From what I’ve learned in social media marketing, engagement metrics can be misleading. Likes, shares, and comments look impressive on a dashboard, but the ultimate goal should be behavior change. Social media campaigns work best when they connect digital engagement to tangible outcomes, whether that’s signing up for a fundraising event, donating, or taking an educational quiz about prevention.

The Power and Limitations of Fun

Why do these memes spread so quickly? They’re personalized, social, and gamified. Humans enjoy sharing things that make them look good or fun to their peers, which marketers often call “Identity signaling.” Participating in a meme can reinforce that someone cares about a cause, even if no substantial action is taken. This is a valuable insight for any social media marketer: fun and shareable content can amplify awareness, but it cannot replace actionable steps. However, the breast cancer memes also highlight a risk: oversexualization and exclusion. Some memes asked women to post private details, which trivialized the cause. Plus, campaigns that rely solely on awareness often overlook critical audiences, like in this case, men can also face breast cancer risks.

Making Cyberactivism Matter

If we take a lesson from this case study, the ask ourselves: How can social media campaigns go beyond clicks?

• Link shares to actionable outcomes: For example, every status update could include a donation link or a volunteer sign-up option.
• Educate while entertaining: Integrate facts about early detection, prevention, or research breakthroughs into memes or stories.
• Inclusive messaging: Avoid assuming a cause only impacts one demographic; broaden awareness to all relevant audiences.
• Measure real impact: Beyond likes and shares, track donations, event sign-ups, and behavior changes to evaluate

The Takeaway

As someone consumed in social media marketing, the breast cancer meme case teaches a critical lesson: viral content isn’t enough. Engagement is valuable, but campaigns need a clear call to action that connects digital activity to real-world impact. Social media can mobilize communities, but only when it moves beyond fun clicks and encourages tangible behavior. So, next time you see a meme going viral for a cause, ask yourself: is this awareness, or is this action? And for marketers, the challenge is to design campaigns that are both shareable and meaningful.

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