Corporate Social Responsibility Strategy &
Social Media
Overview
Daniel Bradley
Syracuse University
Communications Managem...
Corporate Social Responsibility
Strategy & Social Media
• Background
• Research Questions
• Literature Review
• Industry T...
Background
• What is Corporate Social Responsibility (CSR)?
“CSR is a process with the aim to embrace
responsibility for t...
Background
Source: Cone Communications LLC (2013), www.conecomm.com
CSR
Return
Social Impact
Engagement and
Communications...
Background
“Social media is transforming the face of CSR, as
citizens worldwide have unprecedented access
to information –...
Background
Corporate Social Responsibility (CSR)
Flourishing Business Function
Social Media
Strategic Communication Vehicl...
Research Questions
• What are the best practices for integrating
Social Media into CSR Strategy?
• What communications the...
Literature Review
• Examination of research articles on Social Media
and Traditional Channels
• Analysis of Communications...
Industry Thought Leader Interviews
• Kate King, Digital Marketing Manager,
Timberland, blog.timberland.com
• Linda Qian, C...
Benefits of Social Media for CSR
• Social Media is a powerful communication
vehicle that can amplify CSR messages and
labe...
Benefits of Social Media for CSR
• Transparent Nature of Society
– It is expected that companies will do good and
communic...
Benefits of Social Media for CSR
• Tool for listening, monitoring, and responding
to conversations about your CSR efforts ...
Benefits of Social Media for CSR
• Stakeholder Engagement and Dialogue
– Thought Leaders, Social Influencers, Employees,
C...
Benefits of Social Media for CSR
• Social Media is a natural fit for CSR.
– Social Media is a world-wide phenomenon for
or...
Best Practices
• Develop a systematic and comprehensive
strategy with a solid foundation.
– Define interests, passions, an...
Best Practices
• Create a solid infrastructure and agenda.
– Don’t leave it to one area; involve all key players.
– Clarif...
Best Practices
• Engage with Important Stakeholders.
– Focus on stakeholders who have credibility,
influence, expertise, o...
Best Practices
• Engage with Important Stakeholders.
– Communicate with CSR Thought Leaders and
Social Influencers to ensu...
Best Practices
• Engage with Important Stakeholders.
– Conduct regular employee engagement.
• Create a social media channe...
Best Practices
• Engage with Important Stakeholders.
– Involve the company’s local communities.
– Establish neighborhood c...
Best Practices
• Engage with Important Stakeholders.
– Respond to positive and negative conversations.
CSR Strategy & Soci...
Best Practices
• Content is King.
– Content should align with the brand’s mission and
provide a competitive advantage.
– M...
Best Practices
• Storytelling
– Explain what the brand is doing for CSR.
– Use in-depth stories to highlight impact of CSR...
Best Practices
• Report Outcomes & Results of CSR Programs
– Corporate Responsibility Report
– Executive Summary
– Use app...
Best Practices
• Selection of Social Media Platforms
– Look at strategy and where audiences are found.
– Each platform has...
Best Practices
• Selection of Social Media Platforms
– Twitter
• Excellent channel for engaging with Thought Leaders
and S...
Best Practices
• Selection of Social Media Platforms
– Blogs
• Good for engaging with Thought Leaders and
stakeholders who...
Best Practices
• Two Examples of Excellent Blogs
– Intel: CSR@Intel
• Slogan: “Exchanging ideas and enriching lives throug...
Best Practices
• Selection of Social Media Platforms
– Facebook
• Highlights a brand’s CSR efforts to large audiences.
• G...
Best Practices
• Define success and measure outcomes.
– Measurement programs should include
quantitative and qualitative m...
Challenges
• Social Media is inherently risky.
– Lack of Control
– Message Interpretation Issues
– Inability to formulate ...
Challenges
• Lack of adequate strategies or infrastructure
– The building blocks are not defined.
– Content is not aligned...
Challenges
• The more a company talks about CSR, the
greater chance for negative feedback,
criticism, and scrutiny.
CSR St...
Conclusions
Research Question #1
• Best practices for integrating Social Media into
CSR Strategy:
– Develop a comprehensiv...
Conclusions
Research Question #2
• These communications theories are valuable
for CSR Strategy & Social Media.
– Social Co...
What’s Next? (The Trends)
• Importance of Social Media in CSR Strategy
• Storytelling and Discussion over Statistics
• CSR...
What’s Next (The Future)
• The concept of CSR will continue to evolve.
• Trust and Innovation will be paramount.
• Social ...
What’s Next (The Future)
• “Social media is increasingly supplementing / replacing more
traditional means of communication...
CSR Strategy & Social Media
• Questions
• Email: dbradley93@verizon.net
• Twitter: @dmbrad93
CSR Strategy & Social Media
E...
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Corporate Social Responsibility Strategy & Social Media #CSRDB

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Corporate Social Responsibility Strategy & Social Media #CSRDB

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 21. Best Practices • Engage with Important Stakeholders. – Respond to positive and negative conversations. CSR Strategy & Social Media Educational Use Only 21
  22. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 39. CSR Strategy & Social Media • Questions • Email: dbradley93@verizon.net • Twitter: @dmbrad93 CSR Strategy & Social Media Educational Use Only 39
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