Social Media Monitoring

Social Media Monitoring

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  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    And if your answer is yes or no - please explain WHY

    I will be sitting on a panel this Saturday and I am asking you fellow members for advice, please.

    Geneva Forum on Social Change - Saturday 2 April 2011, 13:30- 14:50, (Room: MR290)

    Social media is vital to corporate social responsibility in the 21st century.
    CSR is no longer reactionary or about mitigating risk, but a way to give back to the bottom lines: people, planet and profit.
    From knowing your customers, engaging them as citizens, and getting them to do good in the world, social media is quickly becoming an industry standard.

    ===> http://www.gfsc.ch/keynotes-panels/ (see buttom of page)

    QUESTION
    Do you agree with the above as a business person.... are there examples you would share with the audience (experts from Red Cross, Greenpeace, UN Food Program, etc. as well as corporate types with WEF etc.)

    PLEASE advice?
  • Susanne Ullrich
    Susanne Ullrich    Premium Member
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    Hi Urs,

    I totally agree with this. Think that it is a good way for companies to talk with their customers about such essential, sensitive topics and get a direct feedback from them. And as people get more and more information about social media channels, CSR topics should be also placed there.

    Best,
    Susanne
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  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    S.U. wrote:
    Hi Urs,
     
    I totally agree with this. Think that it is a good way for companies to talk with their customers about such essential, sensitive topics and get a direct feedback from them. And as people get more and more information about social media channels, CSR topics should be also placed there.

    Hi Susanne

    I also beliebe that companies have to get better in focusing on communicating with clients, shareholders and so forth about their corporate social responsibility marketing efforts.

    Nevertheless, the ever great merging of cause marketing with corporate social responsibility activities gives me a moment of pause

    ===> http://overtonecomm.blogspot.com/2010/10/corporate-altruism-...

    I hope we can work this out.
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    G.F. wrote:
    Dear Urs,
     
    What I can conribute to this is that I have learned that especially the younger generation (the so called Generation Y) expects that their employer and/or the companies they deal with support society and protect the environment. So, all companies that pay attention to their employer and client branding need to cover CSR.

    Agreed but it can become problematic as this blog post suggests:

    ===> ===> http://www.bethkanter.org/sncr-1/

    From my clients, hotels, I can say that they are doing some small things such as donating to women's shelters at Christmas, yet they hardly talk about it. And they have not really incorporated it in their mission, vision, values. Even when I look at the same on corporate level (i.e. the head offices of the brands), I have so far not found anything on CSR. I may be wrong and I have not looked at all of them, yet at least it is not something that is visible in public.
    So if I understand you correctly, corporate social responsibility is not always coming through in the hotel chains value set or their brand/images.

    Hence, beside using social media to communicate, which helps.... companies need to walk and talk the CSR and causes as well. In turn, communicating via Facebook, Xing or Linkdin is then more likely to have an impact.

    Without having CSR as part of their strategy though, things will not work with social media either because people might wonder if this is the company they know.

    What you and others think about this?
     
    Good luck with the panel. You will do great.
     

    Thanks for putting confidence into me to do the right thing on the panel.
  • Susanne Ullrich
    Susanne Ullrich    Premium Member
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    Suitable to this topic: A short article that shows 5 Social Media Tipps for a better CSR (in German) http://www.keplersolutions.com/blog/beitrag/5-social-media-t...
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Susanne

    Reminds us of the basic things we tend to forget:

    === engage, listen, innovate, invest and communicate

    when doing CSR with your company.

    We have had a discussion about the challenge regarding engagement (what is it really) here already:

    ===< https://www.xing.com/net/smmetrics/best-practice-social-medi...

    Thanks so much for sharing.
    This post was modified on 01 Apr 2011 at 11:14 am.
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    What I can defer so far is the following two main themes that we should keep in mind when discussing corporate social responsibility, social change and SMEs as outlined below.

    GENERAL
    The three points that seem to be mentioned so far are:

    1 Companies should talk about their good deeds (e.g., sponsoring shelters for street kids and women).
    2 Separate cause marketing from corporate social responsibility. The former may be in conflict with the company's values and some customers may object on ethical grounds. If desirable, sponsor a conference, event, theater, etc.
    3 While larger companies may engage in global projects, smaller firms should focus on the town, region and country the operate in.

    Besides, taxation issues also matter. Moreover, in some countries governments do more for the needy, in others private initiatives are a necessity to supplement public efforts.

    Helping SOCIAL CHANGE and using SOCIAL MEDIA
    Interpreting your feedback and other people's input I got through e-mail, here are the main three points:

    1 If Generation Y or any social media user wants to engage with a brand (e.g., give feedback, get a problem solved) she wants to be able to do it using Web 2.0 (e.g., Facebook, commenting on company weblog or calling a hotline).
    2 SMEs employ two thirds of the workforce in Europe. Hence, how these companies can use social media to support causes for social change should be explored further.
    3 Companies should work more closely with their staff when using social media to support worthy causes (e.g., match employee contributions).

    Finally, workers are an important linking pin to a wide network of people that may very well want to know that types of social causes the company is supporting in the community. Leveraging employees' and the company's social networks to communicate about corporate social responsibility should be pursued.

    WHAT YOU think? What got I wrong, what did I forget?
    This post was modified on 02 Apr 2011 at 07:13 am.
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Thanks for all your feedback from near and far via Xing, e-mail, telephone and so forth.

    The conference Geneva Forum for Social Change 2011 with hashtag #GFSC2011 was an absolute blast. I wrote an update including small checklist, video, etc. on our blog.

    ==> http://commetrics.com/articles/2011-geneva-forum-on-social-c...

    Please give me feedback what you think
    This post was modified on 04 Apr 2011 at 06:33 am.
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Interesting Feedback I got on the blog from Marshall Sitten - DO YOU AGREE?

    "Great panel, great contributions, thanks for coming!

    Wanted to continue a thread from the panel: Do you get the sense from the discussion that "Cause Marketing" is often a gesture, not very sustainable, and not connected to an org's core function; and that "CSR", when successful, is directly tied to the org's core function (and thus its incentives) and when done well can be much more sustainable?

    Thanks again!"

    Of course I replied here:

    ===> http://commetrics.com/articles/2011-geneva-forum-on-social-c...

    Do you agree?
 
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