WASHINGTON: The US Chamber of Commerce has launched a Facebook Open Graph application to encourage its fans on the social network to stand up for free enterprise.
The organization, which is celebrating its 100th birthday, is focusing on the digital space to raise awareness of its history promoting the free market. The app allows fans to support specific causes or the Chamber in general, and also to share their backing with their network through mentions on their Facebook timeline.
“When users ‘stand up for American enterprise,' that action is seamlessly promoted to their network,” said Tom Collamore, SVP and communications and strategy counselor to the president at the Chamber. “These actions are then seen by friends, family, and colleagues - some of the most powerful influencers in our lives.”
Adfero Group helped the Chamber develop the communications strategy for promoting the app, and digital shop Red Edge worked on its development.
The Chamber also launched its own online news portal in January.
The organization is mostly using Facebook, Twitter, and email marketing to reach supporters and grassroots activists about the app. Collamore said the Chamber will encourage its membership and grassroots activists to spread the word as well. The group is also reaching out to local and state branches to get them involved in the effort.
The Chamber is posting real stories of entrepreneurship, describing how it makes a difference in people's lives.
“This week on the American Free Enterprise Facebook page, we'll be highlighting some unique milestones in American enterprise like the founding of popular supermarket chain Piggly Wiggly, and tying them back to the importance of free markets and pro-growth policies,” Collamore said.
The Chamber is the first group to use the app as an advocacy platform for these issues. The organization could also use it to promote future actions and causes.