02/14/2014 01:39 pm ET Updated Apr 16, 2014

Social Media for Social Good: Going Beyond Facebook and Twitter

International organizations, non-profits and social enterprises are using social media to raise awareness, mobilize volunteers and source donations. But many organizations rely heavily on Facebook and Twitter whilst shying away from newer social media platforms. How can non-profits leverage social media for social good with Instagram, Pinterest and Vine?

Share Inspiring Content The Lean In movement, born out of the bestselling book by Sheryl Sandberg, encourages women to pursue their ambitions. Lean In's Pinterest account features a Favorite Quotations board with inspirational quotes. More recently, Lean In partnered with Getty Images to create a series of stock images that portray women in a more empowering light.

Channel Existing Behavior Giving Tuesday was created to encourage Americans to participate in charitable activities on the Tuesday after Thanksgiving. This year, Giving Tuesday encouraged participants to share an #unselfie image -- to highlight causes they support and share their commitments on Giving Tuesday. By tapping into an existing behavior, the #unselfie campaign was a huge success on Instagram and other social platforms.

Ignite Users' Creativity When (Red), a private-public partnership dedicated to eradicating AIDS, asked individuals to set a record for the most Vines sent for a single cause, it sparked their imagination. (Red) asked users to create Vines that showed something red and raised awareness for the possibility of an AIDs-free generation. The creative reaction from Kenya, Thailand and beyond featured Vines where red slippers stamped out AIDS and candy spelled out the (Red) logo.

Social good campaigns can take place on all social media platforms. I strongly encourage you to explore Instagram, Pinterest and Vine to engage and mobilize users around social issues.