Social media is the predominate buzz phrase today, but what benefit can it really provide?  First of all, social media is a tactic – not a strategy.  Social media is the place where corporate messaging, transparency and genuine engagement converge . . . and why the public relations professional should be driving the bus.

PR professionals often face the challenge of how to get the word out when the story is not really that newsy – especially related to corporate social responsibility.  Social media offers a platform that will not only help distribute your message but initiate a two way conversation.  It simply is not enough to send information out.  You have to engage, and you have to join in the conversation. 

This ‘joining in’ concept does make some communicators nervous because of the lack of control.  However, this is where the real opportunity comes to demonstrate your company’s commitment to transparency and being a socially responsible community partner.  You have to be open to different perspectives, criticism and the possibility of new ideas.  You can develop trust through quick responses, accurate information and honesty.  Work to distinguish between those who are talking to be talking, and those who have real interest in engaging with you.

Are there really enough people involved in social media to make it worth my while?

• Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama combined.   
• If Facebook were a country it would be the fifth largest in the world. 
• One message that is linked to, forwarded and condensed can be distributed to billions in less than hour through just Facebook, Twitter and YouTube. 

Messages must be compelling and relevant.  Arianna Huffington of the Huffington Post recently stated that drama makes news and touching people’s heart is what is important.  This is just as true for social media as it is for traditional outlets.

Corporate social responsibility should begin and end with transparency.  Today’s consumer becomes more savvy by the minute.  Social media can shed light on issues that help grow the business, demonstrate transparency and a genuine interest in the consumer. 

Please visit Curved Edge Consulting for more information.

No matter the moniker placed on it or the department in which it is housed, Corporate Social Responsibility—executed well—works.  Corporate Social Responsibility (CSR) is the deliberate inclusion of public interest in corporate decision making.  Consider CSR the conscience or soul of the organization.

Successful CSR programs result when CSR principles permeate corporate governance.  What are the corporate mission, the values, and the goals?  Does the organization ascribe to an ethics statement?  Do employees hold their fellow employees to the same standards and accountability?  Does management nurture that environment?

Ben & Jerry’s, the ice cream manufacturers, carry the banner for companies who live, breathe, and, well, eat CSR.  Since the company’s inception in 1978, the founders incorporated social and environmental mission-driven values into every aspect of the organization.   From ensuring that Ben & Jerry’s employees earn a livable wage, which outpaces the national minimum wage, to seeking global vendors with like-minded values, Ben & Jerry’s attracts customers who also share these values. 

CSR never works when it is forced or contrived.  At the other extreme, what has society reaped from Enron to Bernard Madoff?  Thanks to such corporate disasters, organizations now face greater federal regulation, added expenses of Sarbanes-Oxley compliance, employees decimated without retirement plans, and nonprofits that have eliminated services.

What is your little CSR voice saying to you?