Rainforest Alliance could use social media sites like Foursquare and Flickr to raise awareness and mobilize volunteers.

Foursquare:

Compatible with any mobile device that is used to input your location in order for rewards.

RA could keep track of which businesses are doing the best at attracting college students and focus their attention at these.

After RA is hosted by a local business it can provide discounts and promotions using foursquare check-ins to customers.

Flickr

Used as an image hosting website that is easy and fun. College students and businesses could take pictures of

with RA products in fun and different ways.

Contests could be held to see who has the best pictures and they could be hosted on the website, Facebook, Twitter etc…

Rainforest Alliance can take advantage of Web 2.0 sites with little to no cost and little to no professional staff involvement. They only need to provide the platform that the users can use to generate the content.