“The Revolution of the Internet has been Extraordinary”
We recently stumbled across this info-graphic that really puts the transformation of internet technology, users, and uses into a tangible perspective. The internet’s most prominent use is clearly communication. This communication spans all across the globe – but the real magic is created when tools help bend and shape communication in new ways!
“You Can’t Escape the Advertising”
Now, in 2014, there are certain social media outlets that truly stand out among the rest. Marketers have begun to realize the “noise” that can be created from these channels. No longer do TV, Sport, Magazine, and Newspaper monopolize the advertising industry. Within the rise of the millennials lay people who have the slightest attention span for advertising. In such a trending society, it is hard for marketers to keep up and thus grab the attention of this generation. It is this exact problem that has caused social media to be so successful. Instead of interrupting the lives of those they are trying to reach, they nest ads into places like Facebook and Linkedin to subtly direct the attention of the user into a certain area. Think about it for a second- Where are the ads on Facebook? On the right side of the page of course! Personally no matter how focused I am on browsing my news feed, Facebook’s “smart” advertisements analyze the sites you have recently visited and create relevant content that is sure to capture your attention. These constantly pop up on the side of your homepage and sporadically within your news feed.
“Social Media in Relation to CSR”
There are millions and millions of people who utilize these social networks- take advantage of them! For example, here is a run down of the users for the top social networks. Facebook has over 1,110,000,000 monthly active users (StatisticBrain), Twitter has 554,750,000 total active registered users (StatisticBrain), Linkedin has 248,486,181 users (socialbakers), Pinterest has over 70 million users (Semiocast), and Instagram has over 80 million registered users who have shared nearly 4 billion photos (Instagram). How incredible! If companies do not choose to communicate via social media, they are missing out on a billion plus people- just in the case of Facebook!
Cone Communication & Relevant Studies Reveal Importance of Social Media:
A trusted source of research, Cone Communications, recently came up with the CSR Social Score. This score objectively measures the degree to which companies have embraced social media in their CSR efforts. The overall goal is to rate companies on how effectively they’re utilizing social media to both engage & inform stakeholders on CSR topics.
Learn more in this TriplePundit interview with Anne Fajon from Cone Communications below.
Cone also conducted a study with Echo which included 10,000 people in the U.S., U.K., Canada, Brazil, Germany, France, Russia, China, India and Japan. This study reported that 62% of them say they currently use social media to follow CSR issues. About 34% say they use social media to share positive information, 26% say they use it to share negative information, and 29% report using social media to learn more about the causes and companies they care about.
Wired Workforce, Networked CSR
This new white paper by Howard Greenstein and Tom Watson studied “several large American corporations who are using social media and who have found ways to involve employees, customers and stakeholders as they seek to achieve their CSR goals.”
They found that:
1. Companies are more comfortable using social media tools internally, but they’re waiting for external adoption by marketing before moving ahead to use them in CSR type efforts.
2. Employees seek choice and appreciate democratic participation.
3. Leadership is required to ensure continued participation in corporate giving campaigns, since employee participation is decreasing.
4. Both social media and traditional communications methods are used in employee giving campaigns and external outreach to communities.
5. Formal feedback loops for social media are the exception rather than the rule
Take a look at this info-graphic below to help you mold your company’s CSR communication via social media in the most effective way!
Tips for CSR Communication
- Become an influencer. Ask questions to start conversation and give your input in current conversations.
- Be transparent, honest, and credible. This will help you earn- and keep- the trust of your audience.
- Show consistency with your approach. Send the same message and exude the same ‘feel’ throughout all social media outlets. You want to brand yourself the same way. Be genuine.
- Research. Find out what times your consumers are online the most and post then. Know the demographics of the people you are talking to and serve them appropriately. Keep up to date with new ways of communication through social media, as the industry is always changing!
- Engage your audience. Host Google hangouts, webinars & Twitter chats, have an active image via Instagram and Pinterest, and post events on Facebook.
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