Move Beyond Likes: How to Use Social Media to Create Real Social Impact

What if your social media strategy could go deeper than reach and impressions? What if it could help fix real problems, like clean water access, education gaps, or environmental damage? The good news is that it can. And it should.

In this episode of Strategy Talks, I was joined by Dr. Misha Kouzeh, global consultant, TEDx speaker, and digital changemaker. She teaches a course at the University of Southern California called Leveraging Social Media for Social Impact and consults with purpose-driven companies across the globe. She's the host of the 'Social Media for Social Impact' podcast.

Misha and I talked about how to move from vanity metrics to meaningful influence, and how marketers can use social media to create real social impact, even if they’re not in charge of sustainability strategy.

If you’re tired of “likes” being the end goal, this is your blueprint for what comes next.

What Purpose-Driven Brands Miss When Using Social Media for Social Impact

We started by talking about what tools or tactics are underused by mission-driven organizations. Misha brought it back to something simple and often ignored: storytelling.

“One of the most overlooked things that we keep hearing about, but we don't apply, is storytelling,” Misha said. “The data shows what is going on, but the emotional storytelling piece connects the why.”

She also reminded us that social platforms already have built-in tools for impact.

“Instagram has ways you can drive donations. You can use some of the built-in features of the platforms to raise funds.”

In other words, the tools are there: purpose-driven brands just aren’t always using them intentionally. Misha also pointed to the rise of “green influencers” and the power of micro-influencers. They might have fewer followers, but they’re trusted voices within tight-knit communities.

How to Build Trust on Social Media to Create Real Social Impact (and Avoid Greenwashing)

We then tackled a big one: authenticity. It comes up a lot when you're marketing social or environmental good. I asked Misha how brands can stress-test their messaging to avoid sliding into greenwashing, especially when they’re relying on other teams for data.

“Everything starts with trust and credibility,” she told me. “In order to build trust, you need to have the data. In order to have the data, you need different departments talking to each other.”

She called marketers the “superheroes in the company” because we already work across departments, and social media pros need to be looped into sustainability conversations, not brought in after the fact. If you’re being walled off, don’t give up. Misha suggested finding your internal champions:

“A lot of companies sometimes have an unofficial green ambassador, someone who's championing the efforts without an official title.”

And if those conversations don’t go anywhere? “Spotlight the people who are buying from you,” she said. “We don't amplify the voices of our customers enough.”

Who Should Own Social Media to Create Real Social Impact Inside Your Organization?

That led us to a big question I had to ask: Who owns this? If social impact is real work with real consequences, who should be in charge of making it public?

Misha gave a layered answer.

“Sometimes companies bring in consultants. Sometimes it’s HR. Sometimes it’s operations. But marketers are still the ones communicating it outward.”

If you’re facing pushback from other departments, try this approach:

• Identify whoever led your B Corp or impact report efforts

• Find out who internally champions sustainability efforts

• Interview your community when internal data isn’t available

She also reframed it as an opportunity. “It shouldn't feel like a burden. It should feel like a new opportunity to learn something.”

I had to agree. I told Misha,

“Sometimes we get pushback. We try to interview a client and there's red tape, or someone says no. But that raw story, that real person, that’s the human side of social media. That’s the content that resonates.”

Tailor Social Media for Real Social Impact Across Cultures and Regions

Misha and I both come from the Netherlands and now live in the U.S., so we’ve seen how different cultures respond to impact messaging. In Europe, it's often policy-driven. In the U.S., it’s about innovation and strategy.

“If you frame sustainability or social impact as an innovation lever, as a strategic advantage, you have a better chance of making it mutually beneficial,” she said.

I shared an example from a recent Lufthansa flight I booked. I was offered the chance to pay an extra fee to offset the carbon emissions. “As an American, I was like, why would I pay that? But as a European, I totally understood it.” These cultural values shape how people respond to campaigns—and whether they trust them.

If you're launching a campaign that touches different countries or audiences, take the time to tailor your message. Not every audience will resonate with the same reasons for change.

Can AI Help Us Use Social Media to Create Real Social Impact Authentically?

Of course we had to talk about AI. I asked Misha about the ethics of using AI tools—or even AI-powered influencers—in campaigns meant to do good.

She didn’t shy away from the nuance.

“I’ve had a lot of heated conversations with people who don’t believe AI and social impact should be in the same sentence,” she said. “But I don’t want to dismiss the innovation.”

Her point was this: If AI helps raise awareness or start conversations about important issues, that’s still a win.

“We live in an attention economy. If I can get a few seconds of someone’s time and talk about the stuff that matters, I’ll take that.”

That said, she also warned against ethical red flags. AI influencers, for example, don’t face the same constraints as real people. Some campaigns, like one where a synthetic influencer promoted a leukemia fundraiser, have crossed uncomfortable lines. “It’s really morbid and unethical,” she said. So yes, use the tools, but know where the lines are.

Using Influencer Partnerships on Social Media for Social Impact

We’ve all seen how quickly a brand can fall from grace if they partner with the wrong influencer. It’s even riskier when the message is about social change.

Misha had clear advice:

“You can never avoid the risk entirely. But you can do your due diligence.”

She encouraged brands to:

• Work with a roster of influencers, not just one

• Evaluate past campaigns and values

• Measure actual impact—not just reach

She also reminded us that partnerships don’t always mean influencers.

“Let the nonprofit do what they’re good at, and you do what you’re good at,” she said. “You don't need to reinvent the wheel.”

That message hit home. As marketers, we don't have to carry everything alone. We just have to know who else is doing the work and how we can amplify it.

The Future of Using Social Media to Create Real Social Impact

To wrap up, I asked Misha what she’s excited about as we move into 2026. Her answer? YouTube and long-form content.

“It’s something that AI can’t replace. It’s real. It’s authentic. YouTube is still one of the most effective social media platforms,” she said.

If you’re looking for where to start, you don’t need a big budget or a viral strategy. You need clarity. You need the right partners. And most importantly, you need the courage to tell human stories.

“We can all make a difference,” Misha told me. “We can all drive change. But we need to be realistic about how much we can accomplish. All those little bits go very far.”

You can listen to the full episode of Strategy Talks here.

In addition, I was a guest on Misha's podcast recently. Here are 7 Social Media Agency Secrets to Steal to Create Real Impact in 2026. (the recap!)

10 Smart Prompts You Can Ask AI to Apply This Blog:

• What are 5 ways to use social media to create real social impact?

• How can I tell authentic stories that drive engagement and action?

• What Instagram tools help raise money for nonprofit causes?

• How can I audit my brand messaging to avoid greenwashing?

• Write a sample interview script to spotlight a customer story

• What’s the difference between a B Corp and an impact report?

• How do I find and evaluate green influencers for my brand?

• Write a partnership pitch for a public-private collaboration

• How should I localize a sustainability message for different countries?

• What AI tools can help with creating content for social impact campaigns?