Anyone still questioning the power and potential business applications of social media should take notice of a new project initiated by an Internet giant and announced this morning

According to The New York Times and ABC News, Facebook has announced a new initiative aimed at increasing the number of worldwide organ donors.  Facebook members will be able to include their organ donor status in their personal profiles, a new feature intended to create awareness and peer pressure to sign up on donor registries.

Imagine the potential impact of this type of effort.  The Times reports that 7,000 Americans die each year, waiting for organ transplants.  An important medical need could be achieved, if even a fraction of Facebook’s 161 million U.S. members become organ donors.

Beyond the potential benefits to medical care, this initiative also enhances the reputation of Facebook at a critical time.  Much of the public equates Facebook with frivolousness, but this new effort makes the company look good by doing good for society.  Perhaps it is coincidental that the organ donor campaign was announced as Facebook prepares to release its IPO.  Perhaps not.

Social media can have a powerful effect on business reputation by humanizing an organization and demonstrating its depth of character.  In this case, Facebook has shown that it is committed to more than friends, fans and finances.  By adopting a similar approach, your company can project its own individuality and commitment to social responsibility.