Session 2, Lee & Holladay
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Session 2, Lee & Holladay

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CSR & Social Media: Challenges & Lessons

CSR & Social Media: Challenges & Lessons

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Session 2, Lee & Holladay Presentation Transcript

  • 1. Promoting Corporate Philanthropy through Social Media Hen Ping Lee Sherry J. Holladay University of Central Florida, USA Presented at the International CSR Communication Conference Amsterdam, Netherlands 27 October 2011
  • 2. Research Rationale
    • To reap reputational benefits from CSR, corporations must create awareness of their CSR efforts
      • BUT must avoid seeming overly self-serving
    • Social media offers low-cost & less obtrusive methods for creating awareness
      • Social media is growing in popularity
      • BUT constituents must have easy access to social media reports of CSR for communication success
  • 3. Research Rationale - continued
    • Focus on philanthropy - more “tangible” than some other forms of CSR & may be easier to communicate through social media
    • 8 types of philanthropy (Kotler & Lee, 2005)
      • Cash donations - Awarding scholarships
      • Product donations - Providing technical expertise
      • Services donations - Offering use of equipment
      • Offering grants - Allowing use of facilities & distribution channels
  • 4. Research Questions
    • Pertained to
      • Ease of access to social media (Facebook, Twitter, & YouTube) from corporate home pages
      • Use of social media to report 8 types of philanthropy
  • 5. Method
    • Initial sample – top 20 & bottom 20 of Fortune 100 companies
    • Availability of easy access to social media
      • Direct link on official homepage
      • Link from “about us” section
      • Search engine (corporation’s name & social media tool)
    • Final sample - corporations with at least 1 social media link & at least 1 philanthropic activity reported through social media ( n = 22 )
  • 6. Results
    • RQ1: Do the corporations provide links to Facebook, Twitter, & YouTube through 1 of 3 access points?
      • 82.5% ( n = 33/40) provided easy access to at least 1 of the 3 social media tools
      • Averaged 2.54 types of social media links ( SD = .71)
        • Range = 1 to 3
  • 7. Results - continued
    • RQ3: Which types of philanthropic activities were reported through the 3 types of social media?
      • 22 corporations used 1 of 3 types of social media to report philanthropy
      • 140 philanthropic activities were reported
        • 53% used Twitter ( n = 74)
        • 41% used Facebook ( n = 57)
        • 6.43% used YouTube ( n = 9)
  • 8. Results - continued
    • Most frequently reported types of philanthropy ( n = 140) :
      • Donating cash (51.40%)
      • Donating products (19.30%)
      • Donating services (10.71%)
      • Offering grants (9.29%)
      • Awarding scholarships (5.71%)
  • 9. Conclusions & Implications
    • The 3 social media platforms are suitable for CSR reporting.
      • Twitter was used most often.
    • Study provides the foundation for future research on using social media to communicate CSR-related information.
      • Where do constituents look for CSR information? Expectations for CSR communication?
      • Empirically examine if using social media can reduce promotional backlash.
    • Need to examine a greater variety of corporations & CSR activities.
  • 10. Questions? Comments?
  • 11.  
  • 12. Research Questions
    • RQ1: Do the corporations in the sample provide links to Facebook, Twitter, & YouTube through 1 of 3 access points?
    • RQ2: Where are the locations for the access points to the links for the 3 types of social media?
    • RQ3: Which types of corporate philanthropic activities were reported through the 3 types of social media?