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Ying & Yang of Corporate Social Responsibility

Posted by TeamITI on April 14, 2009

yin-yangWe are in the first inning of the social media’s impact on the evolution of CSR (Corporate Social Responsibility), but it is one hell of an exciting first inning. Major corporations have the power to help cure disease by funding research, stop genocide by changing sourcing habits, save the environment by going green, feed the hungry by providing supplies — and so much more. And through social media, corporations can turn doing good socially into doing well financially, if they know how to reach and empower people.

So how do we tell people the good we are doing? Because it is not nearly as effective for companies to tell people about the good they are doing as it is for people to be told by their peers about the good a company is doing. This is where the line between PR and marketing is continuing to blur. Marketers and their agencies must ask themselves two very important questions:

  1. How can I tell people about CSR initiatives in an authentic manner, then empower and involve people in the good we are doing through social media tools?
  2. Are CSR programs driving sales and profitability?

Ok, now let’s think about the travel and tourism industry and ask ourselves these questions:

  1. How am I contributing to the cause of responsible marketing? (hint: sustainable tourism)
  2. What kind of tools do I use to guide my stakeholders to responsible behavior? (Go Green Example: http://nkycvb.mobi/ and http://www.meetings2go.mobi/)

The lesson to think about here is not only about finding vehicles and platforms to get your brand and marketing message out, but it’s about thinking outside of  the box. How can you engage your audience with practical tools and applications to help them have an exceptional experience of your product that makes them feel good about your product and themselves – financially and altruistically?

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