Communicating CSR through social media

Tuesday, September 23, 2008

We have all seen or experienced media’s role as a platform for the Corporate Social Responsibility (CSR) debate and its function as a control institution on how corporations comply with their promises of working towards a sustainable future. Since the media climate has drastically changed, due to the evolution of Web 2.0, we experience a situation where the new media works not only as a platform but as a multiplier of corporate exposure through the web. The vast online CSR related discussion does not only evoke the necessity for corporations to increase their presence online, but also offers an opportunity for effective stakeholder management that is transparent, value building and measurable.

Social media for everyone and no one

‘Social media’ and ‘Web 2.0’ have been the Internet buzz words of the past couple of years. Many experts talk about the boom of social networks, blogs and social press releases as a perfect way of communicating corporate information. “It’s fast, cheap and viral” or “It is cool, hip and everyone does it and if you do it you will be associated with these values” – seems to be the mantras of the online evangelists currently approaching the topic.

Still, many corporations seem to fail in their attempts to reach their target groups. Many companies have tried to push through their corporate agenda in a traditional one way manner. Focus has been to communicate rather than building dialogue and relation. These failures are neither the result of corporate inadequacy, nor are they a result of reluctance towards corporate involvement in social media. Mainly, one could argue, this is the result of choosing the wrong questions for the discussion. 

Why CSR is suitable for social media

There is a common ground for both social media and CSR as they combine a sense of collective value through voluntary individual/corporate decision making. This value is in itself not measurable in any real terms, but represents an increased value for the people and companies involved in its practices. Engaging in CSR increases the perceived value of a company’s business. This also holds for individuals as they are regarded as good people if they engage in work that is intended to help others.

Social media allows for a widespread but close interaction between users through the Internet. Corporations should use this window to give individuals the opportunity to increase their value by showing that they care about the corporation’s CSR activities.

How this is done

There are a few but very strong examples of how this has worked throughout time. The most prominent campaign that has sent shock waves through social media is the (Product)RED initiative launched by U2’s lead singer Bono and Bobby Shriver of DATA. This campaign has evolved into its own brand that is licensed to corporations. A percentage of the profits are given to a fund that counters tuberculosis, AIDS and Malaria in Africa.

The presence of the campaign can be found in all social media. Whether you are surfing through Wikipedia or visiting YouTube, Facebook or search Google’s blog index for responsibility you will sooner rather than later stumble upon the RED campaign. Due to a situation where they allow people to ‘brand’ themselves with the same values that the RED campaign offers to corporations a common ground for dialogue opens up between the two. As the same values apply to both, the acceptance and spread of the campaign is multiplied through the viral mechanisms of Web 2.0.

(Please click on the screenshot for the actual website) 

Where to start

Basically you start by having a look at what initiatives you are currently involved in. Is there possibly a way in which you could brand your initiative so that its values can be shared with the public through social media? Take some time to think about this, create a concept that you would like to build and carry for your corporation. In that concept you will probably find the means of how to successfully take the first steps into the realm of social media.

Marks & Spencer Plan A (Make a pledge)
Vattenfall (uppdrag barn)

More information;

Hallvarsson & Halvarsson has a centre of excellence in both online media and CSR. Through research and practical tests H&H define methods for corporations to make themselves visible in social media and CSR. H&H are soon to present two brand new Spotlight Reports that helps you to understand these methods and opportunities.  

If you have any questions regarding social media, the spotlight or the article above, please contact;

Jesper Åström
+ 46 8 407 20 14
 

If you have any questions regarding CSR and/or the Spotlight Report please contact;

Miriam Thunborg
+46 8 407 22 94