The document discusses best practices for integrating social media into corporate social responsibility (CSR) strategy. It recommends developing a comprehensive CSR strategy and social media infrastructure. Engaging with stakeholders like thought leaders and employees is important. Content should align with business goals and tell the brand's CSR story. Selecting appropriate social media platforms and measuring outcomes are also discussed. Social media provides opportunities to amplify CSR messages and engage stakeholders, though lack of control and increased scrutiny are challenges.

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
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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)
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4. Background
Source: Cone Communications LLC (2013), www.conecomm.com
CSR
Return
Social Impact
Engagement and
Communications
Sustainable
Business
Practices
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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
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6. Background
Corporate Social Responsibility (CSR)
Flourishing Business Function
Social Media
Strategic Communication Vehicle for CSR
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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?
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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)
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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
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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.
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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.
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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.
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13. Benefits of Social Media for CSR
• Stakeholder Engagement and Dialogue
– Thought Leaders, Social Influencers, Employees,
Consumers, Local Communities, and Regulators
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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.
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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.
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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.
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17. Best Practices
• Engage with Important Stakeholders.
– Focus on stakeholders who have credibility,
influence, expertise, or relevance with core
business issues.
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18. Best Practices
• Engage with Important Stakeholders.
– Communicate with CSR Thought Leaders and
Social Influencers to ensure a seat at CSR Table.
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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.
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20. Best Practices
• Engage with Important Stakeholders.
– Involve the company’s local communities.
– Establish neighborhood connections.
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21. Best Practices
• Engage with Important Stakeholders.
– Respond to positive and negative conversations.
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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.
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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.
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24. Best Practices
• Report Outcomes & Results of CSR Programs
– Corporate Responsibility Report
– Executive Summary
– Use appropriate social media platforms.
– Demonstrate impact of CSR.
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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.
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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
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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
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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/
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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
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30. Best Practices
• Define success and measure outcomes.
– Measurement programs should include
quantitative and qualitative metrics.
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31. Challenges
• Social Media is inherently risky.
– Lack of Control
– Message Interpretation Issues
– Inability to formulate how data affects society
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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.
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33. Challenges
• The more a company talks about CSR, the
greater chance for negative feedback,
criticism, and scrutiny.
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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.
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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
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36. What’s Next? (The Trends)
• Importance of Social Media in CSR Strategy
• Storytelling and Discussion over Statistics
• CSR Complexity
• Stakeholder Engagement
• Niceness
• Performance
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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.
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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)
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39. CSR Strategy & Social Media
• Questions
• Email: dbradley93@verizon.net
• Twitter: @dmbrad93
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