Online networking is set to become the ‘next big thing’ in corporate communications. This trend is likely to impact on companies in a number of different ways. Some might find themselves under attack from a more vociferous and better organised coalition of critics. Others might seize the opportunity to use the internet as a vehicle to engage with stakeholders, both internal and external. There is also the possibility to use social media to build links between business and the non-profit sector – for the mutual benefit of both parties.
Even if your work is not connected with the property and construction industry, you might well be tempted to explore the i-Think site (featured below). It offers an interesting insight into the potential of an industry-wide network to bring together a wide range of different organisations and interest groups that share a common interest in sustainability.
How things develop in this sphere is, to a large extent in the hands of companies themselves. This edition of Briefing offers tangible examples of how companies like IBM and Vodafone are using the power of the internet to add extra clout to their CSR activities. It seems clear that this is a news item that will run and run. We will continue to monitor this trend and will be seeking to assess whether online networking delivers its potential promise to the majority of organisations.
RELATED NEWS
Social networks and CSR
It appears that a good corporate reputation is increasingly being won, or lost, on the internet. A recent survey of the American public commissioned by Fleishman-Hillard and the National Consumers League has revealed that the internet is the most used media by those looking for information regarding corporate social responsibility.
According to the report, one in four turn specifically to blogs or podcasts set up by customers or non-management employees of companies to judge a company’s reputation – using the web in this way has doubled since 2006. The survey revealed:
1. 40 per cent of people give “treating employees well” higher CSR value than environmental considerations;
2. Americans expect companies to be actively engaged in the communities in which they operate – beyond monetary contributions;
3. More than three-quarters of Americans think most companies do not behave in a socially responsible way;
4. Over 80 per cent think that governments should impose higher standards for CSR on companies.
What results are companies seeing from using online networking sites, and how can companies benefit from using RSS, blogs, wikis and other social media tools?
A new report suggests that social media increases employee engagement, improves team working and internal collaboration, and creates better dialogue between management and staff.
The study – How to use social media to engage employees – looks at ways to improve communication within companies. Produced by communication network group Melcrum, the report contains benchmarking data and analysis of a survey of 2,100 corporate communicators worldwide as well as statistics and case studies of organisations already using social software to connect their international offices. The case studies include BT, IBM, Unilever, Microsoft, ING, Sun Microsystems and The World Bank. The guide also comprises expert opinion and advice on first- and second-stage implementation of the tools.
Members of the public now have a greater opportunity to do business with social enterprises. FreshTies, the social networking website, has launched an online database of social enterprises, designed to raise awareness of enterprise culture among consumers. Created in response to the practical needs of social entrepreneurs the site allows users to search for organisations thematically in specific geographical regions.
Companies linked to the database will also have access to a skills exchange programme, which will allow those with low budgets to exchange skills and best-practice information.
This is a new development for the organisation behind FreshTies, which is using the internet as a tool to build better community relations. As well as promoting social enterprise, the site has some 10,000 members, who offer their skills, knowledge and experience to a range of community development organisations.
Online community for property and construction industry
An online community for professionals in the built environment has been launched to stimulate debate around the sustainability of the property and construction industries. i-Think was launched at the Think conference, in May, in partnership with real estate advisor, DTZ.
The networking site is aimed at anyone with an interest in sustainability, the environment, energy, architecture and the planning of our towns, cities and transport and intends to be a place where people can “express views and engage with clients, colleagues and suppliers” from the private and public sectors. Corporate and product profiles can be created on i-Think where white papers, research and product profiles can be placed. The objective is to allow the user to gather feedback and feed this into company policy or product development.
COMMENTS