Social media: the next frontier in CSR & stakeholder engagement

Last week two new studies exploring the intersections of social media and CSR were published, and widely commented online. The respective results of both studies clearly demonstrate how big the gap remains between all the great stakeholder engagement opportunities offered by social media and digital communications … and what companies are actually doing about it when it comes to communicating their CSR strategies and initiatives:

• On one hand, Cone’s new media study in the US underlined that new media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers and other stakeholders in this space (89%), with 40% of them believing their searching, sharing and discussing of information about corporate social responsibility efforts can have a significant effect on company business practices.

• On the other hand, a report by financial communications consultancy Lundquist spotted out the failure of major companies around the world to engage with stakeholders online, via their corporate websites, online CSR reports or social media.

What companies are afraid of totally makes the case for social media involvement!

Many CSR pioneers and leaders have very early understood the value of engaging consumers and broader stakeholders via digital channels in order to enhance reputation, build loyalty and even crowd source business innovation. My Starbucks Idea or Timberland’s CSR reporting are striking examples of successful online stakeholder engagement through continuous CSR improvement and two-way dialogue.

However, overall, digital communications are (unfortunately) not leveraged to their full potential, why so? While it is true that not everyone should engage in social media, there are still many reasons why companies are reluctant (not to say scared) to engage in social media, especially when it comes to CSR & sustainability. These same reasons that are making a stronger case for online engagement.

• Getting into social media is like “opening the Pandora box”

“What if people say very bad things about our CSR initiatives? Criticise us with bad spill over effect on our brand image?” This is probably the first answer that comes up anytime social media is discussed. Actually, before getting out there, in the (intimidating) openness and transparency of the online, companies should listen first. Listen to what is said about their brand, about the issues they face, and about the programs they have put in place. Only by knowing what the issues and stakeholders’ expectations are a company can change and develop meaningful CSR or Sustainability strategies with true benefits, for the business and the society as a whole.

• Getting into social media means “loosing control of the brand”

Message control is an illusion. Your stakeholders (employees, consumers, activities) are already talking about you and what you are doing, whenever you are talking to them or not. So you might as well join the conversations where they are (Facebook, Twitter, blogs…wherever) and participate as equals, inform the debate with credibility.

So yes, stakeholder engagement is the next frontier in CSR and Sustainability. But as for any topic that raises doubts, fear … it all comes down to educating people about what social media and CSR really are, that a company can get on the social engagement bandwagon at its own pace, etc. Have you ever tried to suggest social engagement strategies to your clients? Was it successful? How did you educate them about the rationale and benefits of such engagement? Did you overcome resistance?

To be followed then…!

Image credit: Martin Barraud, Getty Images