Dogma of Corporate Social Responsibility: Insights & Nailing Down Form the Social Media Corporates


By

Dr. Ranjan Upadhyaya
Associate Professor - Marketing
Narsee Monjee Institute of Management Studies
Mumbai
 


The irony of the Corporate Social Responsibility in the world is in infancy stage. The corporate are skeptical with deliver to the customers with whom the corporate own responsibility, in form of the delivery of the quality products and services. The technoma is insignificant as the bread and butter theory of the Corporate Social Responsibility is over and is the time for the corporate to work it more seriously. The corporate trajectories and other big organization perception have to be revised to maneuver the demand of the Corporate Social Responsibility for the real success from the corporate.

Social media has come of age a little and would be the last to pull that rabbit out of the hat in 2013 and sell it as the hottest new thing in the markets. In some quarters the cacophonic ubiquity of social media has led to its self-defeat to the degree that some have even lamented in the past year its ineffectiveness in drawing attention to corporate scandals such as Applein China.

The biggest change then is not the that social media is used in the CORPORATE SOCIAL RESPONSIBILITY context, but that as a tool it has now passed the 'hump' on the adoption curve: it is no longer just for youngsters; rather 57% of those 50 to 64 years of age and even 38% of those over 65 are now engaged on at least one social network. From a CORPORATE SOCIAL RESPONSIBILITY perspective this means that no longer a little blog or discussion forum to engage with the usual suspects of young activists, journalists or students is the future. Rather, the main channels of engagement and communication for business are changing. We talked about CORPORATE SOCIAL RESPONSIBILITY fatigue above, and it is here where we will see the most significant changes in the way companies communicate. It is moving 'from stats to stories'. Rather than putting out the annual alibi report document, social media amplifies the communication of real life impacts, of how people are affected, the need for discussion rather than one-way information, and the absolute imperative of time. CORPORATE SOCIAL RESPONSIBILITY communication is not just putting out a report once a year, but it is about informing on a regular basis, close to events, with responses and updates in real time. The good news then is that social media will be less linked to activism or campaigns but beware that the thirst for information facilitated by social media asks for more ongoing and regular engagement in CORPORATE SOCIAL RESPONSIBILITY and will expose business to a much more direct and visible scrutiny by the general public.

Social Media Rules admit that originally got a Facebook account just to annoy customers. Now Facebook and Twitter are essential communications tools for any serious CORPORATE SOCIAL RESPONSIBILITY program. Social media is not a replacement for hefty annual CORPORATE SOCIAL RESPONSIBILITY reports, but those reports are increasingly static reference documents, used mainly for looking up facts and grading performance. Social media opens a way for stakeholders to interact directly with a company's CORPORATE SOCIAL RESPONSIBILITY program. Through social media, companies gain a following of people who are interested in their CORPORATE SOCIAL RESPONSIBILITY performance and can keep tabs on stakeholder sentiment on any emerging issue. These tools are still very new, and no company has perfected their use, but it is clear that social media is a game cannot afford sit out.

The benefiting challenges are to overall the mechanism of the corporate social responsibility, in - built glass celling's to gust the mantras of the success through social media to its better reachability and time bound compliance to it needy customers. The sage ofPareto Chart in the corporate is just the beginning and it is not an end.
 


Dr. Ranjan Upadhyaya
Associate Professor - Marketing
Narsee Monjee Institute of Management Studies
Mumbai
 

Source: E-mail October 25, 2015

          

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