Lots of activity lately in utilizing social media for charitable causes. #BeatCancer, a social media fund-raising effort, was looking to set a Guinness Book World Record for the “distribution of the largest mass message through social media in a 24-hour period.” How does the fund-raising part come into play? For every tweet, Facebook status update, or blog post containing #beatcancer hashtag, eBay/PayPal and MillerCoors donated 1 cent to cancer research. The website, beatcancereverywhere.com provided badges that people could embed on their blogs to further expand the reach. Now, here’s the amazing part: Guinness World Record confirmed the success of the campaign, which at 209,771 mentions in a single day achieved an estimated 100 million, yep 100 million, impressions of the #BeatCancer message. And even better, the campaign raised over $70,000 in the process from its financial sponsors. The funds are going to Spirit Jump, Bright Pink, Alex’s Lemonade and SU2C. And, although the record-setting drive is over, the campaign continues to raise awareness and encourage donations at the website.