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The Lundquist CSR Online Awards has examined
how Europe’s biggest companies are communicating corporate responsibility online, on the basis of the needs of key users and stakeholders. The study found that
many firms are failing to build trust in online audiences because they don’t use the web to communicate the critical and compelling evidence behind their commitments to responsibility or sustainability.
All of Europe’s top 100 firms are reporting on environmental and social impacts, but the study shows that few of them leverage this wealth of information to communicate
a convincing, transparent story of their non-financial
performance to a wide range of stakeholders. Although websites are elegant and efficient, companies rarely use them to build relationships through interactivity, ongoing engagement and dialogue, and effective use of social media.