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Social media have become an important communication channel much talked about in marketing, corporate communications and also in sustainability communication, where talking to a large variety of stakeholders and listen to them is very important.
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Putting the “social” back into corporate responsibility
SARA RUSCONIPartner & Head of web consulting @lundquist
Zurich, 14 October 2014
ZURICH SEMINAR
STAKEHOLDERS INCREASINGLY USING SOCIAL MEDIA FOR PROFESSIONAL PURPOSES
ZURICH SEMINAR
WHAT DO STAKEHOLDERS USE SOCIAL MEDIA FOR?
• Keep in touch with professional connections
• Follow companies and brands
• Follow experts in the field
• Engage with companies (questions, comments)
• Engage with other organisations
• Platform for collaboration
• Keep in touch with friends
• Share news, research, opinions
• Comments on relevant topics
• Follow other organisations (NGO, charity, initiatives)
• Share news, research, opinions
• Post your announcements, news, research
• Keep up-to-date with news and trends
ZURICH SEMINAR
SOCIAL MEDIA IS A LEGITIMATE CHANNEL TO ENGAGE WITH COMPANIES
WHAT STAKEHOLDERS EXPECT FROM COMPANIES ON SOCIAL MEDIA
I’m not interested in what companies do in social media
Flagging updates to corporate website
Posting news releases
Sharing third-party news, research, opinion, etc.
Posting videos or other multimedia content
Commenting on relevant topics
Requesting comment and feedback
Publishing case studies
Answering stakeholders’ questions
0% 10% 20% 30% 40% 50% 60%Request for engagement
Request for stories and updates
ZURICH SEMINAR
ARE COMPANIES USING SOCIAL MEDIA FOR CSR?
76companies fully
evaluated in our study
297accounts evaluated (linked
from the website), that makes around 4 accounts
per company
84%use social media to
address CSR issues but most of them incorporate
CSR information in general corporate
channels
23companies fully
evaluated in our study
80accounts evaluated (linked
from the website), that makes around 3.5
accounts per company
4Channels dedicated to
CSR issues
IN EUROPE
IN SWITZERLAND
ZURICH SEMINAR
HOW ARE DIFFERENT CHANNEL USED TO COMMUNICATE CSR INFORMATION
Nothing found Making an effort (from time to time)
Effective CSR communications0%
10%
20%
30%
40%
50%
60%
70%
19%
46%
35%33%
60%
7%
22%
53%
25%
20%
52%
28%
YouTube
IN EUROPE
ZURICH SEMINAR
WHAT IT TAKES TO DEVELOP AN EFFECTIVE PRESENCE ON SOCIAL MEDIA
INTIMACY INCLUSION
INTERACTIVITY INTENTIONALITY
Inspired by: Talk, Inc.Groysberg & Slind
(Harvard Business Review Press, 2012)
ZURICH SEMINAR
INTIMACY – TALK STRAIGHT
ZURICH SEMINAR
INTERACTIVITY - MAKE TALK HAPPEN
ZURICH SEMINAR
INCLUSION - LET EVERYONE TALK
ZURICH SEMINAR
INTENTIONALITY – CREATE A TALK STRATEGY
