The European Commission puts forward a new definition of Corporate Social Responsibility as “the responsibility of enterprises for their impacts on society”.
CSR relates to activities by companies over and above their legal obligations towards society. Through a strategic approach to CSR, companies will be better positioned to react to changes and to take advantage of new technology, thereby encouraging new markets and growth opportunities.
CSR necessitates engagement with internal and external stakeholders. Social media networks are effective marketing tools to enhance CSR because they are interactive and immediate communications platforms.
Various ways to use social media to drive CSR
- Using YouTube video to enable consumers learn about the company’s philanthropic and Corporate Social Responsibility initiatives.
- Provide an opportunity to connect and engage with loyal customers around social responsibility issues and create a sense of community.
- Connect with influencers and community leaders
- Increase avenues for online fundraising
- Find out more about their audience and customers and how best to serve them
- Provide thought leadership and information on the issue
- Enhance effective customer service and corporate identity
Companies build separate Facebook pages and Twitter profiles for important philanthropic or social responsibility programmes. These help to publicise the company’s Corporate Social Responsibility achievements such as the communities they have impacted positively, beneficiaries they have helped and funds that they have donated to charities. Social media can help them to spread the word and amplify their good causes, thereby increasing their fan base and influence. An example of this is CSX’s Facebook contest for Earth Month.
CSX launches Facebook contest for Earth Month
Corporate credibility through Social CRM and Creative Communications 
Thank you for this great post. Social media is increasingly relevant to all business models and especially enhances Corporate Social Responsibility.
You are quite right Tricia, almost every business model can benefit from social media.
Interesting post! I find your blog very resourceful.
Thank you. I have enjoyed writing it too!
Social media does draw greater attention to the behaviour of organisations. I agree that socially responsible organisations should be rewarded with high visibility, market share and revenue.
Thanks for your contribution Josh. Socially responsible companies are now using the power of social media to draw attention to their sustainability practises and community initiatives. This helps them to boost engagement.