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FAST FACTS:
Crowdsourcing andSocial Media in CSR
 
What is the value and impact of crowdsourcing in corporatesocial responsibility (CSR)? How are social media tools shapinghow companies engage consumers to provide ideas and help indecision-making on how to tackle issues and achieve goals? Thesequestions are at the center of research the Weber Shandwick SocialImpact team conducted with KRC Research in October 2010 to gainnew insights into the challenges and opportunities facing companiesin a changing CSR and communications landscape.
This act sheet summarizes the key fndings o our survey o more than 200senior executives in large-sized companies with responsibility or philanthropy,social responsibility and community relations. It complements the fndings ourteam issued in December 2010, which explored why corporations invest in CSRtoday, the role o nonproft partners in CSR, and key success actors and lessonslearned rom recent eorts.What we ound is that a sizable percentage o companies we interviewed haveused crowdsourcing and are actively using social media to communicate aboutCSR programs. Results revealed that social media has proven to be an eectivemeans to engage diverse audiences and identiy new perspectives, and has hada positive impact on reaching key stakeholders. Interestingly, we also saw strongsupport or the idea that integrated communications programs combining socialmedia, community events, executive visibility and earned media continue to becritical to building awareness and engagement or CSR eorts.To learn more, visit our Social Impact blog at:impact.webershandwick.com
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Corporate executives see the value o crowdsourcing in CSR eorts.
A sizable 44% of executives say their companies have used crowdsourcing to engage stakeholdersaround CSR programs.
•Anoverwhelmingmajority(95%)ofexecutiveswhohaveusedcrowdsourcingfounditvaluable.•Thetopreasonsexecutivesndcrowdsourcingvaluablearethatitsurfacesnewperspectivesanddiverseopinions(36%),andbuildsengagementsandrelationshipswithkeyaudiences(25%).•Interestingly,amongthosewhohavenotyetusedcrowdsourcing,43percentanticipatethatcrowdsourcingcouldbevaluabletotheirfutureCSRefforts.
IMPLICATION:
Crowdsourcing is an effective means to identify new perspectives and build relationships with key audiences and should be explored as a means of engaging stakeholders around CSR efforts.
METHODOLOGY 
KRCResearchsurveyed216executivesinFortune2000companieswhohaveresponsibilityforphilanthropic,socialresponsibilityorcommunityoutreachwithintheirorganizations.ThesurveywasconductedviaphonebetweenOctober6andOctober22,2010.Themarginoferroris+/-6.8percentagepointsatthe95percentcondencelevel.
 ABOUT WEBER SHANDWICK SOCIAL IMPACT
WeberShandwick’sSocialImpactpracticebuildsinsight-drivencommunicationsprogramstodriveengagementonpressingsocialissues.Wepartnerwithcorporations,nonprotsandfoundationstodevelopstrategicplatformsandcampaignsthatreachkeyaudienceswithresonantandactionablemessagesoncorporatesocial responsibility(CSR)andissuesspanningglobaldevelopment,education,sustainability,humanrightsandmore.Wearestorytellers,contentcreatorsandadvocates.TheteamcombinesthestrengthofWeberShandwick’spublicaffairs,corporate,consumeranddigitalpractices.
FOR MORE INFORMATION,PLEASE CONTACT:
PAULMASSEY,202.585.2799pmassey@webershandwick.comSTEPHANIEBLUMA,202.585.2755sbluma@webershandwick.comCOLINMOFFETT,202.585.2045cmoffett@webershandwick.com VICTORIASNEED,202.585.2814vsneed@webershandwick.comJONATHANBENTLEY,202.585.2732 jbentley@krcresearch.com
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