This document discusses corporate social responsibility (CSR) communication through social media. It defines CSR as the economic, legal, ethical and philanthropic expectations society has for businesses. Research shows most consumers consider a company's social commitments when deciding what to buy. Social media can help address two challenges in CSR communication: low awareness of activities, and consumer skepticism. It recommends businesses communicate through social media about their CSR efforts to increase awareness, build credibility through neutral third parties, and get feedback on important social issues. The success of Timberland's Earthkeeper campaign that communicated its sustainable practices on social media is provided as an example.

1. CSR communication and
Social Media
MKTG 4226 A: Social Media for Marketing and Management
Course Director(s): Daiane Scaraboto
Presented by Marc BIEVER
19th October 2011

2. What is Corporate Social Responsibility (CSR)?
• Definition and concept:
• “Corporate social responsibility
encompasses the economic,
legal, ethical, and discretionary
(philanthropic) expectations
that society has of organizations
at a given point in time” (A.
Carroll,1979)
• “make a profit, obey the law,
be ethical and be a good
corporate citizen” (A. Carroll,
1991)
• Milton Friedman (1970), argued
that “social responsibility of
business is to increase its
profits” and nothing else! Source: The pyramid of social responsibility
(Carroll, 1996)

3. Why should companies consider implementing CSR
strategies?
 Cones’ 2007 research report:
• 87% are likely to switch from
one product to another (price
and quality being equal) if
the other product is
associated with a good clause
• 75% of men and 84% of
women agreed they consider
a company’s commitment to
social issues when deciding
on what to buy or where to
shop

4. Social Media as a solution for CSR communication
Challenge 1:
Awareness of CSR activities among external stakeholders is extremely low!
Challenge 2:
Whenever the consumer is skeptical, he will respond negatively to a CSR campaign!
WHAT to communicate?
1. communicate about a lack of self-interest
2. emphasize on three elements: (case of Target)
a. Durability (launched in 1997)
b. Consistency (donate a percentage of purchases)
c. Input (donated more than $245m)
WHERE to communicate?
SOCIAL MEDIA ! Why?
1. increases awareness (challenge 1)
2. Is more credible (challenge 2)
3. “consumers reacted more positively […] when they learned about its CSR activities from a
neutral source (Yoon et al.)”
4. feedback and learn which social issue consumers really interest (SM = two-way
communication)

5. The success of
Timberland
• Timberland launched in 2008 the
Earthkeeper campaign
• “Plastic from recycled soda
bottles goes into our breathable
linings and durable shoes”
(website)
• 475,000 people follow
Timberland on Facebook
• 1 millions people joined their
network
• In 2009, Timberland won the
CERES award for the best
sustainability report.

6. Thank you !