CSR  and  The  Social  Web  A  Natural  Partnership  

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CSR  |  SW  Hypotheses  

1.  we’re  not  where  we  should  be  2.  the  social  web  is  not  about  technology  3.  because  we  can  create  and  share,  expecta;ons  and  

behaviors  have  changed  

4.  social  ac;vists  understand  #2  and  #3be?er  than  most  companies  

5.  companies  and  organiza;ons  are  missing  out  on  some  game-­‐changing  op;ons  

  65  (22.5  percent)  of  287  companies  surveyed  have  social  media  communicaDons  dedicated  to  sustainability  and  CSR  issues  

  55,  (19  percent)  of  the  287  companies  rely  on  their  general  social  media  channels  to  talk  about  sustainability.  

  167  (58  percent)  of  the  287  companies  have  no  social  media  conduit  for  discussing  sustainability.  

The  Social  Web  

The  social  web  is  about  people  coming  together  in  community  spaces  online  to  

parDcipate  in  creaDng,  managing  and  sharing  content  through  conversaDon.    

Not about technology . . . But what it’s used for

The  Social  Web  

But the use of a social technology is much less determined by the tool itself:

when we use a network, the most important asset we get is access to one

another. - Clay Shirky  

Not about technology . . . But what it’s used for

New Behaviour

"  CONNECTING:      "   people  connect  to  each  other  and  create  networks  for  business  and  private  life  

"   SHARING:    "   people  share  interes;ng  stories,  opinions,  personal  info,  documents,  links  

"  CREATING:    "   people  par;cipate  in  content  crea;on  in  new  narra;ve  formats  like  videos,  

texts,  photos,  comments  

"  PARTICIPATING:    "   people  par;cipate  in  discussions,  movements,  groups,  events  

The social web can help build trust

Social encourages creative social activism

Using music, art and technology to educate youth about democracy

2011  Ideas  

Integrate  informaDon  about  financial  and  non-­‐financial  performance  into  a  single  reporDng  document.    

number 1

Don’t  produce  a  CSR  print  report  

number 2

Create  plaXorms  for  involvement  and  feedback    

number 3

number 4

Take a Twitter-eye view of the world

Provide personal answers

Have some fun

Try co-creation and community

number 5

Support employees on the social web

number 6

Thank  You  Boyd  Neil  

Na4onal  Prac4ce  Leader  Social  Media  and  Digital  Communica4ons  

Hill  &  Knowlton  Canada  @boydneil  

boyd.neil@hillandknowlton.ca  www.boydneil.com