Corporate Social Responsibility Strategy & Social Media #CSRDB

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Corporate Social Responsibility Strategy & Social Media #CSRDB

  1. Corporate Social Responsibility Strategy & Social Media Overview Daniel Bradley Syracuse University Communications Management Master’s Program PRL 600 – Social Media August 12, 2013 For Educational Use Only
  2. Corporate Social Responsibility Strategy & Social Media • Background • Research Questions • Literature Review • Industry Thought Leader Interviews • Benefits of Social Media for CSR • Best Practices • Challenges • Conclusions • What’s Next CSR Strategy & Social Media Educational Use Only 2
  3. Background • What is Corporate Social Responsibility (CSR)? “CSR is a process with the aim to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders, and all other members of the public sphere who may also be considered stakeholders.” *Source: Wikipedia – The Free Encyclopedia (2013) CSR Strategy & Social Media Educational Use Only 3
  4. Background Source: Cone Communications LLC (2013), www.conecomm.com CSR Return Social Impact Engagement and Communications Sustainable Business Practices CSR Strategy & Social Media Educational Use Only 4
  5. Background “Social media is transforming the face of CSR, as citizens worldwide have unprecedented access to information – via websites, blogs and apps – about corporate behavior.”* *2013 Cone Communications/Echo GLOBAL CSR STUDY CSR Strategy & Social Media Educational Use Only 5
  6. Background Corporate Social Responsibility (CSR) Flourishing Business Function Social Media Strategic Communication Vehicle for CSR CSR Strategy & Social Media Educational Use Only 6
  7. Research Questions • What are the best practices for integrating Social Media into CSR Strategy? • What communications theories are applicable for CSR Strategy and Social Media? CSR Strategy & Social Media Educational Use Only 7
  8. Literature Review • Examination of research articles on Social Media and Traditional Channels • Analysis of Communications Theories – Social Construction Theory (Frederick, 2008) – Competitive Context Theory (Porter & Kramer, 2006) – Community Relations Theory (Heath & Ni, 2010) – Stakeholder Engagement Theory (Heath & Ni, 2009) CSR Strategy & Social Media Educational Use Only 8
  9. Industry Thought Leader Interviews • Kate King, Digital Marketing Manager, Timberland, blog.timberland.com • Linda Qian, CSR Communications Manager, Intel Corporation, @Intelinvolved • Jonathan Yohannan, Executive Vice President, Cone Communications, @jyohannan CSR Strategy & Social Media Educational Use Only 9
  10. Benefits of Social Media for CSR • Social Media is a powerful communication vehicle that can amplify CSR messages and label a company as a good corporate citizen. CSR Strategy & Social Media Educational Use Only 10
  11. Benefits of Social Media for CSR • Transparent Nature of Society – It is expected that companies will do good and communicate the good that they do. CSR Strategy & Social Media Educational Use Only 11
  12. Benefits of Social Media for CSR • Tool for listening, monitoring, and responding to conversations about your CSR efforts and relevant trends in the field. CSR Strategy & Social Media Educational Use Only 12
  13. Benefits of Social Media for CSR • Stakeholder Engagement and Dialogue – Thought Leaders, Social Influencers, Employees, Consumers, Local Communities, and Regulators CSR Strategy & Social Media Educational Use Only 13
  14. Benefits of Social Media for CSR • Social Media is a natural fit for CSR. – Social Media is a world-wide phenomenon for organizations to embrace. – If a company does not use Social Media for CSR, stakeholders will assume nothing is being done. CSR Strategy & Social Media Educational Use Only 14
  15. Best Practices • Develop a systematic and comprehensive strategy with a solid foundation. – Define interests, passions, and audiences. – Construct the CSR identity of the brand. – Know the goals and purposes for CSR advocacy. CSR Strategy & Social Media Educational Use Only 15
  16. Best Practices • Create a solid infrastructure and agenda. – Don’t leave it to one area; involve all key players. – Clarify roles; form a Center of Excellence. – Invest in resources and personnel. – Establish user guidelines and train. – Empower CSR leaders. CSR Strategy & Social Media Educational Use Only 16
  17. Best Practices • Engage with Important Stakeholders. – Focus on stakeholders who have credibility, influence, expertise, or relevance with core business issues. CSR Strategy & Social Media Educational Use Only 17
  18. Best Practices • Engage with Important Stakeholders. – Communicate with CSR Thought Leaders and Social Influencers to ensure a seat at CSR Table. CSR Strategy & Social Media Educational Use Only 18
  19. Best Practices • Engage with Important Stakeholders. – Conduct regular employee engagement. • Create a social media channel for employees. • Display Employee CSR Engagement (volunteerism and real impact stories) on social media platforms. CSR Strategy & Social Media Educational Use Only 19
  20. Best Practices • Engage with Important Stakeholders. – Involve the company’s local communities. – Establish neighborhood connections. CSR Strategy & Social Media Educational Use Only 20
  21. Best Practices • Engage with Important Stakeholders. – Respond to positive and negative conversations. CSR Strategy & Social Media Educational Use Only 21
  22. Best Practices • Content is King. – Content should align with the brand’s mission and provide a competitive advantage. – Messages must be clear, honest, informative, and compelling. CSR Strategy & Social Media Educational Use Only 22
  23. Best Practices • Storytelling – Explain what the brand is doing for CSR. – Use in-depth stories to highlight impact of CSR. – Humanize the content. – Describe the brand’s social identity. CSR Strategy & Social Media Educational Use Only 23
  24. Best Practices • Report Outcomes & Results of CSR Programs – Corporate Responsibility Report – Executive Summary – Use appropriate social media platforms. – Demonstrate impact of CSR. CSR Strategy & Social Media Educational Use Only 24
  25. Best Practices • Selection of Social Media Platforms – Look at strategy and where audiences are found. – Each platform has strengths and limitations. – Incorporate multiple channels if relevant. CSR Strategy & Social Media Educational Use Only 25
  26. Best Practices • Selection of Social Media Platforms – Twitter • Excellent channel for engaging with Thought Leaders and Social Influencers • Discovery and networking tool • Real-time communications CSR Strategy & Social Media Educational Use Only 26
  27. Best Practices • Selection of Social Media Platforms – Blogs • Good for engaging with Thought Leaders and stakeholders who share an interest in CSR topics • Excellent storytelling vehicle • Ability to share long-form content CSR Strategy & Social Media Educational Use Only 27
  28. Best Practices • Two Examples of Excellent Blogs – Intel: CSR@Intel • Slogan: “Exchanging ideas and enriching lives through innovation in education, technology access and sustainable solutions.” *Source: Intel Corporation (2013) • Blog.intel.com/csr/ – Timberland: the bootmakers blog • Slogan: “Stories from the Timberland community about our brand, our business, our products and our passions. Making Our Difference: TBL CSR.” *Source: Timberland LLC (2013) • Blog.timberland.com/category/corporate-social-responsibility/ CSR Strategy & Social Media Educational Use Only 28
  29. Best Practices • Selection of Social Media Platforms – Facebook • Highlights a brand’s CSR efforts to large audiences. • Good way to engage consumers • Excellent channel for using pictures to tell a story CSR Strategy & Social Media Educational Use Only 29
  30. Best Practices • Define success and measure outcomes. – Measurement programs should include quantitative and qualitative metrics. CSR Strategy & Social Media Educational Use Only 30
  31. Challenges • Social Media is inherently risky. – Lack of Control – Message Interpretation Issues – Inability to formulate how data affects society CSR Strategy & Social Media Educational Use Only 31
  32. Challenges • Lack of adequate strategies or infrastructure – The building blocks are not defined. – Content is not aligned with business strategy. – Using Social Media for demonstration only. CSR Strategy & Social Media Educational Use Only 32
  33. Challenges • The more a company talks about CSR, the greater chance for negative feedback, criticism, and scrutiny. CSR Strategy & Social Media Educational Use Only 33
  34. Conclusions Research Question #1 • Best practices for integrating Social Media into CSR Strategy: – Develop a comprehensive strategy. – Create a solid infrastructure. – Monitor and listen to CSR feedback. – Align content with business goals. – Engage with important stakeholders. – Select social media platforms appropriately. – Tell your brand’s CSR story explicitly & consistently. – Measure outcomes for success. CSR Strategy & Social Media Educational Use Only 34
  35. Conclusions Research Question #2 • These communications theories are valuable for CSR Strategy & Social Media. – Social Construction Theory – Competitive Context Theory – Community Relations Theory – Stakeholder Engagement Theory CSR Strategy & Social Media Educational Use Only 35
  36. What’s Next? (The Trends) • Importance of Social Media in CSR Strategy • Storytelling and Discussion over Statistics • CSR Complexity • Stakeholder Engagement • Niceness • Performance CSR Strategy & Social Media Educational Use Only 36
  37. What’s Next (The Future) • The concept of CSR will continue to evolve. • Trust and Innovation will be paramount. • Social media will broaden CSR opportunities. • Engagement will drive CSR reputation as a good corporate citizen. CSR Strategy & Social Media Educational Use Only 37
  38. What’s Next (The Future) • “Social media is increasingly supplementing / replacing more traditional means of communications (press releases, pitch letters, etc.) and I think that’s going to continue regardless of whether the “story” is product-related or CSR-focused. Social presents so many great opportunities that we haven’t had in traditional communications to share our stories and engage on a deeper level with consumers and that’s exciting.”* *Source: Kate King, Digital Marketing Manager, Timberland, Personal Communication (2013) CSR Strategy & Social Media Educational Use Only 38
  39. CSR Strategy & Social Media • Questions • Email: dbradley93@verizon.net • Twitter: @dmbrad93 CSR Strategy & Social Media Educational Use Only 39

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