The Global Social Media and CSR Report | 3
Many large companies have alreadyembraced blogs, Twitter, Facebookand YouTube to start incorporatingthem into their brand marketingactivity. There have been countlessreports and research papersexamining how social media is used tosupport marketing communications,but there have been far fewer that lookat how it is used to support corporatecommunications and corporate socialresponsibility activities.This research is intended to addressthat imbalance and look specifically athow FTSE Global 500 companies areusing social media and socialnetworks to support their corporatesocial responsibility activity. Theresearch programme is beingsupported by the United NationsOffice for Partnerships which servesas a gateway for collaborationbetween the private sector andfoundations and promotespartnerships and alliances infurtherance of the MillenniumDevelopment Goals.Citizens of the world are already usingsocial media and social networks totalk about what matters most to themincluding environmental sustainability,poverty, hunger, education andequality. The goal of CSR is forcompanies to ensure that their actionsresult in a positive impact on the widercommunity and environment in whichthey operate.Social media and social networksprovide a means for companies toengage in genuine dialogue withstakeholders. It provides a way oflistening to and understandingstakeholders enabling companies todevelop CSR strategies that reflect theactual views and desires ofstakeholders.
Social mediaand social networksare now all pervasive; theypermeate every aspect of our livesand have had a fundamentalimpact on business, the law andeven governments.