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Using Social Media for Good

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  Published in Media and Entertainment on Tuesday, October 21st 2025 at 9:48 GMT by KSTP-TV
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Minnesota Turns Social Media into a Community Lifeline

In a recent KSTP “Minnesota Live” special, the city’s residents and leaders highlighted how social media is no longer just a platform for selfies and memes—it’s becoming a powerful tool for civic good. The segment, titled Using Social Media for Good, weaves together stories of local nonprofits, volunteer groups, and state agencies that have leveraged platforms like Facebook, Instagram, Twitter, and TikTok to address some of Minnesota’s most pressing challenges, from food insecurity and homelessness to emergency response and digital inclusion.

From “Share the Meal” to #MinnesotaStrong

The first segment focused on the Minnesota Food Bank’s Share the Meal initiative. By creating a dedicated Facebook group, the Food Bank has connected donors, volunteers, and recipients in real‑time, allowing families in need to request food items and receive them within 24 hours. According to Food Bank spokesperson Kim Peterson, the group has grown to over 2,300 members, with a weekly engagement rate of 68%—the highest in the organization’s history.

Across town, the Stop Hunger Now campaign gained traction through Instagram. Volunteers share short videos highlighting the difference one meal can make, while the hashtag #MinnesotaStrong—originally launched during the COVID‑19 pandemic—has seen over 5,000 posts in the last six months. These visual stories have translated into a 20% uptick in food‑bank pickups, and local businesses have pledged matching donations for every “like” the campaign receives.

Emergency Management Goes Live

The second part of the special turned to the Minnesota Department of Emergency Management (MDEM). In partnership with Twitter, MDEM runs a real‑time alert system that streams live updates during severe weather events. The “MDEMTweets” handle broadcasts evacuation routes, shelter locations, and safety tips in plain language. Data from MDEM’s own analytics shows that tweets about the January blizzard were seen by 1.2 million Minnesotans, while the associated retweets spurred a 15% increase in volunteer sign‑ups for the state’s volunteer disaster response program.

MDEM also partners with TikTok’s #SafeMinnesota challenge, inviting citizens to film themselves practicing emergency drills. The videos, often shared by schools, neighborhood associations, and senior centers, have reached over 300,000 viewers and fostered a culture of preparedness across age groups.

Digital Literacy Bridging the Divide

While social media can drive engagement, it also magnifies existing inequities. The segment underscored a partnership between the Minneapolis Public Library and the nonprofit Tech4All. Together, they run a weekly workshop series—“Internet for All”—that teaches basic computer skills, privacy awareness, and how to use social media responsibly. The program is especially targeted at low‑income seniors and recent immigrants, groups that statistically have lower rates of digital engagement.

According to program director Sarah Lee, the workshops have doubled the library’s digital access points in the past year, and participants report feeling “empowered to stay connected with family, find job postings, and even sign up for local health appointments.” The initiative is now supported by the city’s municipal grant of $150,000, and the library plans to expand the program to rural communities by next spring.

Local Tech Start‑ups Amplify Impact

Another notable portion of the feature highlighted the role of Minnesota’s burgeoning tech scene in social-good efforts. One startup, VolunteerMatch MN, built a custom Instagram app that matches volunteers with local nonprofits based on skill sets, availability, and interests. Their algorithm, which uses machine learning to predict optimal pairings, has already helped more than 3,000 volunteers find meaningful work since launch.

The segment also interviewed a K‑12 teacher, Jason Martinez, who integrated a Twitter-based “Digital Citizenship” curriculum into his high‑school classes. By encouraging students to analyze news sources and debunk misinformation, the program has raised students’ critical‑thinking scores by 12% over the school year. Martinez hopes to expand the curriculum to partner with the Minnesota Department of Education.

Measuring Success and Facing Challenges

Throughout the special, experts referenced key metrics that demonstrate social media’s tangible benefits. For example, the Minnesota Food Bank reports a 20% rise in donations linked directly to Instagram campaign drives. Similarly, MDEM’s tweet‑based alerts correlate with a 30% reduction in emergency response times during recent severe weather events.

However, the segment did not shy away from the challenges. “Misinformation is a real threat,” cautioned MDEM’s Chief Communications Officer, Emily Zhang. “We are investing in fact‑checking bots and partnering with local news outlets to verify stories before they go viral.” Meanwhile, the library’s digital literacy program acknowledges that access to devices remains a barrier, prompting city officials to explore a “Device for All” pilot program that would loan laptops to underserved households.

Looking Ahead

As the KSTP segment concluded, community leaders expressed optimism about the future of social media as a catalyst for positive change. The city’s upcoming “Digital Empowerment Summit” will bring together nonprofit founders, tech innovators, and public officials to discuss scaling successful pilots, addressing digital inequity, and building resilient online networks.

The Minnesota Live special, anchored by compelling stories and real‑world data, paints a vivid picture: when citizens, businesses, and government entities align their digital strategies, social media becomes more than a platform—it becomes a bridge to healthier, safer, and more connected communities.

For more details on the programs featured in the segment, visit:

• [ Minnesota Food Bank ]
• [ Minnesota Department of Emergency Management ]
• [ Minneapolis Public Library Digital Services ]
• [ Tech4All ]
• [ VolunteerMatch MN ]

These resources offer additional insights into the initiatives highlighted on Minnesota Live, and how residents can get involved.