Social Media & Social Good

1-2:15pm – Sat, Feb 16 – Lecture Hall (Third Floor) at Columbia University Graduate School of Journalism

Whether it be a global development agency, a documentary film production company, or a social good team at a major digital publisher—social media helps inform, entertain, and mobilize people for key causes. Hear how AOL, the team from “Half the Sky,” UNICEF, and the World Bank are leveraging social media tools and campaigns to create awareness, organize volunteer opportunities and job placement, raise money, and lead a for-profit company to do good.


Jim Rosenberg (@jimrosenberg) is the head of online communications & social media for The World Bank. Jim leads the World Bank’s global corporate online & social media efforts including content strategy, innovation, rapid response, and campaigns in Arabic, Chinese, English, French, and Spanish. Before working for the World Bank, Rosenberg managed outreach for CGAP’s mobile phone banking/microfinance program, where he facilitated a culture of external engagement through media relations, blogging, social networking and live events. He was also a radio journalist for WAMU-FM, “Marketplace,” and the Australian Broadcasting Corporation. He holds a master’s in Journalism from Columbia University, where today he serves as a member of the Alumni Board.


Sebastian Majewski (@sebmaje) is the Impact and Analysis Coordinator for UNICEF. Guided by social media monitoring and data analysis, Majewski’s evidence-based marketing approach focuses on social media’s potential to influence, inform, and legitimize decision-making in the international community. With more than five years experience in digital communications for the United Nations system, Majewski has been at the core of shaping advocacy strategies for international organizations. Sebastian lectures master students of France Business School on social media monitoring, and is a regular speaker at social media conferences such as Social Media Week, Benchmark, and Dreamforce.

Blair Cobb (@bcobb104 and @AOLimpact)  is the Senior Director of Cause Marketing & Community Relations at AOL. Blair develops and oversees AOL’s relationships with non-profit partners, in addition to the advertisers and AOL employees that support them. In this role, Blair identifies and aligns AOL’s unique set of resources to most effectively partner with non-profits and the advertisers that support them. Since launching the group in November 2010, her efforts have resulted in a centralized giving platform called AOL Impact, which has provided $60 million in pro-bono media across multiple arms of the company including, AOL Mail, Patch, and Huffington Post, on behalf of 400+ non-profit organizations. Blair also oversees AOL’s Community Relations program, and has been instrumental in forming employee volunteerism and grant-giving policies. Her exceptional social ‘intrepreneurship’ skills have been recognized by the Aspen Institute’s First Movers program, which selected her as a 2012 fellow. In her spare time, Blair is deeply involved with Citizen Schools, an education-based non-profit that extends the learning day for low-income students. She sits on their New York Board of Advocates and has spent two semesters volunteer teaching middle-school students in Fort Greene, Brooklyn. In addition to Citizen Schools, Blair is a founding board member of the Women in Media Mentoring Initiative, a group founded by Jack Myers that offers an inclusive and supporting environment to women for career enhancement and lifestyle management.

Liriel Higa (@iDiplomacy) leads social media at Show of Force, the New York-based production company that created one of the highest rated PBS documentaries in 2012 inspired by New York Times columnist Nicholas Kristof and Sheryl WuDunn’s best-selling book, “Half the Sky: Turning Oppression into Opportunity for Women Worldwide.” More than a broadcast, Half the Sky is an ongoing transmedia movement that has trended worldwide and domestically, and includes a Facebook game and campus and community outreach programs. She recently oversaw Show of Force’s social media engagement with Mayor Bloomberg’s initiative to end gun violence. A Princeton University graduate, Higa began her career as a budget and appropriations reporter at Congressional Quarterly.


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