The document discusses how companies can use social media to tie their corporate social responsibility efforts to their public relations strategies. It provides tips for using social media platforms like Facebook and Twitter to communicate about philanthropic and environmental initiatives. The document also discusses using storytelling and engaging content like videos to demonstrate how companies' CSR work helps society and the environment. Overall, the document advocates that companies be open about their "good" deeds and build relationships by personally connecting with stakeholders through social media.

1. Corporate PR
and Social
Media
#MANSHIP4002

2. Tying Together Social Media
and Corporate Social
Responsibility
“As the world continues to watch the devastation caused by the BP oil
spill, it shines the light much brighter on the impact that major
companies have on society while increasing consumer concerns about
business practices.”
• Be as open and transparent as possible
• Communicate especially with those impacted by crises, etc.
• If your company is “doing good” for society, for the environment, don’t
be shy - talk about it!
• Build unique Facebook pages and Twitter profiles for philanthropic
and/or pro-environmental efforts
• Videos!
Laura Hall, Managing Partner at PainePR

3. Tying Together Social Media
and Corporate Social
Responsibility
“Online consumers are savvy and being open and communicative is vital
to reputation management.”
“A good example of a company’s CSR successes is Target® with its long-
standing commitment to schools and education. Most recently, Target
partnered with Search Institute® to develop the ‘Turn Summer Play into
Summer Learning’ series on its Facebook page, which provides parents
with fun, weekly tips to help their child’s mind stay active during the
summer with research on how it makes a positive impact on child
development. While demonstrating the company’s commitment to
education, Target also created a local solution to a national issue by
personally connecting with parents through a timely and innovative
social media campaign.”
Laura Hall, Managing Partner at PainePR

5. Environmental Relations
“What is PR?
In two words: brand management. Public Relations is strategic
communications that reach out to a company’s target audience to enhance
brand image, increase awareness, build relationships and educate the
target audience on the company and its products/services…
The role of public relations has changed over the years due to the rise in
social media and technology and the end of traditional media as the
primary venue for communicating with target markets. Consumer
engagement is much more important than it has been in the past and the
platforms for doing so have expanded to offer a plethora of opportunities
for conveying your message and engaging your audience.
The advancement in technology has demonstrated that it is imperative to
pro-actively engage rather than sit back and be reactive to negative
situations. With multiple platforms and the flood of market messaging, it is
nearly impossible to grasp the attention of a target audience by just sitting
back and doing nothing. In addition, the speed at which news spreads has
become practically instantaneous, making it crucial to be able to respond in
a moment’s notice.”
http://www.environmentalrelations.com/index.cfm/what_is_pr.htm

6. Environmental Relations
Another aspect of corporate responsibility that is
growing in need is corporate concern for the
environment and sustainable resources.
• The end of the 20th century was witness to major
clashes between corporations, NGOs and
environmentalists on environmental and human
rights issues.
• Current trends is cooperation and partnerships
among corporations, NGOs and environmental
organizations

7. Environmental Relations
Many companies, such as Shell, now issue annual
sustainability reports and work with environmental groups
to clean up the environment, preserve wilderness areas,
restore exploited natural resources.
• More that just talking…
• Beginning in 2009, Starbucks has held annual “Cup
Summits” to bring gov officials, beverage businesses,
recyclers, conservation groups and academics together to
talk about how to improve cup design, cup recycling and
cup infrastructure.

8. Environmental Relations
“Never do it for publicity. Do it for building your business,
your brand equity, and your stakeholder relations.”
– Research Firm Cone/Roper
• In other words, do good, share your good deeds, and build
real relationships around those good deeds.

10. Social Media
How To:
“Branding and storytelling are a big part of how West Coast
Top 100 grower Rocket Farms is using social media.”
Rocket Farms is working with public relations consultant
Ashley Beleny of Environmental Relations PR to reach
through to the consumer to deliver information about
gardening and plants.

11. Ashley Beleny of
Environmental Relations:
Social media is ideal for companies who can show 3 things:
1. Product differentiation
2. A unique point of view
3. A call to action
“At Rocket Farms, we are branding ourselves as more than
plants; we are part of your life, a lifestyle and a range of fun,
modern products that fit into every lifestyle.”

12. Ashley Beleny of
Environmental Relations:
 Have different goals for each network
 What type of content is best? “We get better response if
there is a picture attached, even if it’s not directly tied to
the post.”
 Two words: Content Creation. “The cleverer the content,
the more time it seems to take to create. It’s this clever,
surprising element that really gets people’s attention, but it
takes a lot of time.”

13. Environmental Relations
If you don’t do anything else… TELL A GOOD STORY

14. “During Follow the Frog Week, we use every promotional tool at our
disposal -- our website, blogs, Facebook, Twitter, Flickr, radio, videos,
slide shows, live and online events -- to share our story and encourage
everyone to look for the Rainforest Alliance’s green frog, the symbol of
sustainability. Join us!”
https://www.youtube.com/watch?v=3iIkOi3srLo

15. How to develop strong
social media content:
• Tell a good story
• Be “shareable”
• Find where their customers talk and “go deep.”
• Create content that people want to talk about.
• Use social media to listen to customers.
• Concentrate on Increasing Daily Updates
• Identify relevant issues and content.
• Determine user interests.
• Humor!
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

16. How to develop strong
social media content:
• Be available to your audience in real time, when
you can have more meaningful back-and-forth
conversations.
• Introduce Content With Infographics

17. How to develop strong
social media content:
• Respond to comments and post breaking news updates.
• Outsource Content Development as Needed (could you get
guest bloggers to contribute? Etc.?)
• Present Your Human Side With Photos; Use a
conversational tone.
• Question Readers for More Engagement (pure fan
engagement questions, market questions to generate
conversations, product/service feedback questions)
• Replicate Your Brand Identity From Platform to Platform
• Talk With Team Members to Keep Up Momentum and
Morale
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

18. Having an event?
Engage—encourage potential attendees to interact with you early on
by crowdsourcing feedback.
Intrigue—create an event page on event listing sites (e.g., Facebook
events, Eventbrite).
Invigorate potential attendees with videos, blog posts, press releases,
Twitter list of attendees, etc.
Integrate—pick a hashtag for the event to get people talking.
Inform—ask attendees to vote on session suggestions via text
messages, consider QR codes on badges.
Propagate—stream live video of your event.
Aggregate—spread the conference presentations as widely as possible;
use email links on your website and publish on SlideShare; Storify!
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

19. Zero In on Your
Customer’s Interests and
Needs
What do your customers care about? What
information will help them in their day-to-day work
or make their lives easier and more successful?
If you’re going to go to great lengths to craft and
publish content, keep your customer’s interests
and needs front of mind.
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

20. When bad
things
happen…
getting
trust back
(Target)

21. http://www.abullseyeview.com/2014/01/target-ceo-gregg-steinhafel-open-letter-guests/#?v=1B17FB011314