Shalom Lamm’s Guide to Social Media for Social Good: What’s Driving Impact in 2025

In 2025, social media has evolved far beyond simple sharing or marketing. For nonprofit organizations, social enterprises, and mission-driven entrepreneurs, it’s become an essential platform to connect, inspire, and activate communities at scale. But with constant algorithm shifts, increasing platform saturation, and growing demands for authenticity, the question many changemakers face is this:

What really works for social good on social media today?

Entrepreneur and social impact advocate Shalom Lamm has spent years helping organizations amplify their voices and multiply their impact online. His work with nonprofits like Operation Benjamin, a global initiative supporting families who have lost loved ones in military service, provides powerful insight into how purpose-driven brands can thrive in today’s complex digital landscape.

The Social Media Landscape for Social Good in 2025

Before diving into strategies, it’s important to understand the environment. Social media in 2025 is defined by:

• Video Dominance: Short-form videos and live streams dominate engagement.
• Community-First Platforms: Groups, forums, and interactive spaces are favored over broadcast-only content.
• Algorithm Transparency: Platforms are prioritizing meaningful interactions over passive consumption.
• Purpose-Driven Authenticity: Audiences demand transparency, impact reporting, and real stories.
• Cross-Platform Integration: Success requires a coordinated presence across multiple channels, from TikTok and Instagram to LinkedIn and emerging platforms.

Shalom Lamm emphasizes that to succeed in this dynamic ecosystem, social good organizations need a multi-layered strategy that balances storytelling, engagement, and measurable action.

What’s Working: Shalom Lamm’s Social Media Playbook for Social Good

1. Authentic Storytelling Anchored in Real People

At the heart of every successful campaign is a compelling story. But in 2025, generic messaging will fall flat. Shalom Lamm advocates for deeply human, unfiltered narratives that center on individuals directly impacted by the cause.

For example, Operation Benjamin uses social media to share intimate stories of military families who have faced unimaginable loss. Through video testimonials, photo essays, and personal reflections, they create emotional connections that build empathy and support.

“People don’t donate to causes—they donate to people,” Lamm explains. “The more authentic and vulnerable your storytelling, the stronger your community grows.”

2. Leveraging Video—Especially Short-Form

Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed how audiences consume content. According to Shalom Lamm, nonprofits ignoring short-form video miss out on the largest wave of engagement.

Operation Benjamin, for example, has embraced short video clips showing moments of remembrance, survivor testimonials, and community gatherings that can be easily shared and reshared.

“Short videos allow you to deliver your message in seconds, spark emotion instantly, and inspire shares that multiply your reach,” Lamm says.

3. Building Micro-Communities and Peer Networks

Social media algorithms increasingly favor meaningful interaction over passive follows or likes. To harness this, Shalom Lamm encourages nonprofits to focus on building active, engaged communities rather than just increasing follower counts.

Operation Benjamin hosts private Facebook groups and uses Instagram Stories’ interactive features like polls and Q&As to foster peer support among families affected by loss. These safe, intimate spaces nurture trust and advocacy.

“When people feel heard and connected, they become your biggest advocates,” Lamm notes. “They’re more likely to volunteer, donate, and share your message.”

4. Partnering with Influencers and Mission-Driven Creators

In 2025, influencer marketing has matured into a nuanced tool for social good. Shalom Lamm highlights that partnerships with authentic creators who share your values amplify your reach and lend credibility.

For Operation Benjamin, collaborating with veterans, military families, and faith leaders who are active on social platforms has helped broaden their message without losing authenticity.

“Influencers with genuine ties to your mission help you tap into trusted networks,” Lamm says. “Their endorsement carries weight in ways ads cannot.”

5. Data-Driven Campaigns with Clear Calls to Action

Social good organizations can no longer rely solely on awareness campaigns. Shalom Lamm stresses the importance of integrating data analytics to measure impact and optimize campaigns in real time.

Operation Benjamin uses social media metrics to track engagement rates, donor conversions, and volunteer sign-ups, allowing them to refine messaging and double down on what works.

“Every post, story, or video should drive your audience toward a specific action—whether it’s donating, signing a petition, or attending an event,” Lamm advises.

6. Embracing Emerging Technologies: AR, NFTs, and Beyond

Looking ahead, Shalom Lamm encourages nonprofits to experiment with new tech to deepen engagement. Augmented reality (AR) filters, NFTs tied to cause-driven art, and virtual reality experiences are becoming powerful tools for storytelling.

While still early-stage, Operation Benjamin is exploring AR memorial filters that allow supporters to place virtual flowers or candles in honor of lost heroes—creating a new, shareable way to participate in remembrance.

“Innovation in social good doesn’t have to be complicated,” Lamm says. “It’s about finding creative ways to make your mission more tangible and interactive.”

Key Takeaways: Building Social Good Success on Social Media in 2025

• Lead with authentic, personal stories that spotlight individuals impacted by your cause.
• Harness the power of short-form video for maximum reach and emotional impact.
• Build engaged micro-communities that foster peer support and active participation.
• Partner with influencers who align deeply with your mission to expand your audience authentically.
• Use data to guide your campaigns and drive clear actions that support your goals.
• Stay open to emerging tech to keep your cause fresh and interactive.

Why Shalom Lamm Believes Social Media Is a Game-Changer for Social Good

For entrepreneurs like Shalom Lamm, social media is more than just a marketing channel—it’s a platform for empowerment, healing, and movement-building.

Through his work with causes like Operation Benjamin, Lamm has seen firsthand how purpose-driven social media strategies create real-world impact—from raising funds to building supportive networks and driving policy change.

“Social media puts the power of storytelling in everyone’s hands,” he says. “When wielded thoughtfully, it can change hearts, minds, and lives.”

Final Thoughts

In 2025, the rules of social media have changed—but the opportunity for social good has never been greater. By following Shalom Lamm’s insights and learning from organizations like Operation Benjamin, nonprofits and entrepreneurs can navigate this complex landscape with confidence, creativity, and compassion.

The future belongs to those who can tell their stories boldly, build meaningful communities, and inspire action—not just awareness.