While I’m not sure that forward-thinking Intel coined the terminology, “snackable” corporate social responsibility (CSR) is a growing trend. Many companies are switching gears from producing a once-a-year lengthy CSR report to engaging in a more colloquial, story-driven dialogue.
Why? A two-way conversation between companies and consumers is (almost) always more interesting than a company-driven monologue. This process doesn’t hit consumers over the head with your CSR initiatives; instead of overwhelming your audience, snackable CSR gives them time and space to digest bits of information, paving the way for an effective feedback cycle.
And let me tell you this: you want an effective feedback cycle. Engaged consumers are happy consumers. In an age of always-on, hyper-connectivity, everyone wants—and needs—an engaged audience.
Want to try feeding bite-sized information about your CSR initiatives to your customers? Here are 3 ways to get your start:
Blogs are an incredible tool for growing an audience. Whilst you may have hundreds, thousands, or maybe even millions of followers on Twitter or fans on Facebook, blog content is typically richer and serves as a fantastic platform for showcasing your good work.
Numerous companies have created blogs around their respective causes. Avon’s new “Avon Calling” uses the platform to discuss how the company works within its three most important pillars: women’s empowerment, sustainability, and philanthropy. The CSR@Intel blog showcases the company’s CSR work all over the world, and asks crucial questions about how technology skills needed in the 21st century can contribute to doing good.
What’s your cause? Why is it your cause? What work are you doing to prove you care about it? Begin your blog by answering those questions, and inspiration will follow.
Ever since watching Timberland’s brilliant promo video at the Ethical Corporation Conference, I was hooked into their video platform. I’m not typically a YouTube frequenter, but the fresh, fun, and message-laden content within the company’s feed kept me coming back for more.
You can do it too! By mixing up your YouTube stream with fun and meaningful content, you’ll get your audience engaged while having the added bonus of cluing them into your cause portfolio. Video contests are a great way to activate your following, by giving your audience the feeling that they’re getting special attention.
The ultimate snackable form of social media is Twitter. As I’m sure you know (and have probably experienced firsthand), brands have to tell stories, relay information about campaigns/new products/services, and engage with an audience in 140 characters or less. While this can certainly be a difficult endeavor, it’s an excellent opportunity to spoon-feed your supporters and gain a larger following.
While the cause team over at Campbell Soup Company promotes the traditional CSR report, they have begun cultivating an audience through the brand’s CSR Twitter account (very important to have a Twitter account just for your cause work!) and their team’s personal accounts. Through Dave Stangis, Niki Kelley, Kevin Carter, Amanda Bauman, and others, Campbell’s has matched faces with a brand—enhancing the company’s values through real human beings.
Think about leveraging your fabulous cause team through use of their Twitter accounts. This simple step will make your brand feel more accessible, and will personalize your cause.
I’ll leave you with this:
Image credit: The Fancy