One quick scroll on social media is enough to find dozens of posts about success, wealth, and opulence. Our society, and in turn, social media, has become overly consumeristic and focused on promoting greedy self-interest instead of helping others. One of the major drivers of this is the culture behind influencers.

Since social media is their career, posting luxurious pictures and signs of wealth is a means of displaying they are doing well at their job. Jason Neubauer, the founder of The Santa Claus Affect, realized this trend and is working with the top influencers to set a precedent that people can do good.

The mission behind The Santa Claus Affect is to change the dialogue on social media, as well as society overall, from one that promotes self-satisfaction to one that aims at helping as many people as possible. Working with the world’s top influencers and leading business minds, Neubauer has built a collection of people who are both interested in helping others and also has massive social reach.

This group includes influencers such as Logan Paul, Steven Spence, Bryant Wood, Serinda Swan, Patricia Caeli Santa Olalla, Twan Kuyper and more. It also includes business leaders such as Scooter Braun, Tom Ricketts, and Andrew Resnick. All of these individuals are united on influencing the social media world to become more oriented towards social impact.

Social Media Penetration

The Santa Claus Affect understands the importance social media has on our lives and our daily decisions. With movements such as the Ice Bucket Challenge going viral, it is clear that social media is not averse to supporting causes.

However, in order to have meaningful affect, there needs to be massive awareness and social penetration. One of the flaws with social media is that major influencers who create substantial viral content typically only begin sharing socially beneficial topics after it starts going viral.

In order to shift this standard, The Santa Claus Affect works with influencers to spur viral awareness. The group of influencers already supporting the initiative have billions of views on their content and are capable of promoting massive awareness through their networks and audiences.

This allows for the standard social impact campaign to change and for a larger percentage of content online to be oriented towards social impact.  As people see and read more about doing good, they will be more likely to jump into campaigns, and will be more likely too start heir own.

Mixed Media Campaigns

Since The Santa Claus Affect is a movement and not just a social media campaign, it integrates a variety of other content mediums.

For example, Neubauer attracted the interest of James Burnett and Emmy Award-winning creative director Allen J. West to produce a television show about the incredible impact they are making on the world.

The show is integrating the influencer social good campaigns along with a look at how to utilize social media for opportunity creation. Tying the show to the social media campaigns allows viewers to get a more in-depth and behind-the-scenes look at the social impact they follow along with online.

Furthermore, Neubauer is releasing a book with Heidi Krupp as his literary agent. Krupp is responsible for over 90 New York Times bestsellers and is helping sculpt the book in order to teach a massive audience about creating their own opportunities and helping others through the process.

This offers those who follow along with The Santa Claus Affect an opportunity to gain deeper insight from Neubauer and many of the influencers involved in the movement. In combination with the social media movement and television show, these mixed media campaigns provide a unique means of influencing society beyond just the ongoing social media actions.

Overall, people need to be more aware of the problems that society faces and how they can help solve them. As influencers are able to speak to millions of people at once and use their reputation to cajole interest in causes, The Santa Claus Affect is poised to be one of the most influential social impact campaigns in history. Its ambition of focusing on others and promoting social good will shift the standard for social media and make society more interested in having a positive affect on the world.Opinions expressed here by Contributors are their own.

David is a professionally accredited leadership and marketing coach who works with young founders and early stage teams to help them navigate through emerging marketing opportunities with a current focus on artificial intelligence and virtual reality. Using the identification of new technological innovations that give way to different paths that can effectively reach customers, David is able to make marketing departments more effective, adaptable, and progressive.