Both companies and NGOs are discovering the increasing power of social media and how it’s essential to have a strategy that utilises it
London 13/11/12
A newly published 52-page business intelligence report, jointly produced by Ethical Corporation and Useful Social Media, is jam-packed with the latest corporate best practice and analysis.
It draws on case studies from companies that have been subject to an online crisis. It also features insight and contributions from companies that are leading the way with their own online strategies.
Some of the companies that have either contributed or are analysed within the report include; Southwest Airlines, Shell, GE, Gap and Procter & Gamble, Nestlé, Coca-Cola, BP and more.
Paul Fox, director of corporate communications at Procter & Gamble, highlights the important but complex nature of social media. In the report Paul states that “social media presents the opportunity to establish a one-on-one relationship with individuals. But with that comes the responsibilities you would find in any relationship. It needs to be honest and transparent.”
Honest and transparency is where some companies have struggled. Of the online crises’ that the report analyses it first outlines how the company’s brand reputation was put at risk. It then outlines how the company tackled the crisis (beit rightly or wrongly). It then highlights how the lessons learned could be applied to any other company faced with a similar situation.
The report also reveals how NGOs leverage social media before and during a crisis to try and influence the change they desire. The report features insight and analysis of the likes of; MoxyVote, Greenpeace, Kony 2012 and Polecat.
The report consists of four key sections;
- Introduction and context – assessing arguments around the power of social media, including ‘The pyramid of engagement’ developed by Groundwire
- Social media in action – Detailed case studies of corporate behaviour around contentious issues and crisis
- The corporate response – the dos and don’ts learnt by businesses - identifying original strategies that companies have developing
- Conclusions and the future - reflects on the emerging trends for both NGOs and companies, and what this means now and for future business.
The report is an essential intelligence for any organisation seeking to create and manage an effective social media policy. To find out more about the report visit here
[Ends]
Ethical Corporation provides business intelligence for sustainability to more than 3,000 multinational companies every year. We provide objective analysis in our reports, news, events and updates for the corporate sustainability. Ethical Corporation publishes the leading responsible business magazine and website.
For more information contact:
Nicola Reece
Marketing Executive
Ethical Corporation: Business Intelligence for Sustainability