Social Responsibility 2.0: Do Good Online & Make Money

Web 2.0 is the future of communicating social responsibility. Not everyone knows it yet, and only a few are practicing it, but Web 2.0 will revolutionize how social responsibility is practiced.

The International Association of Business Communicators Conference in Vancouver on communicating Social Responsibility, held on October 16th – 17th, hinted at the potential of Web 2.0.

The interest in social responsibility continues to increase even in today’s environment—it is part of the landscape regardless of economic gyrations. What is social responsibility? It is defined by the International Organization for Standardization (ISO) as: the “responsibility of an organization for the impact of its decisions and activities on society and the environment through transparent and ethical behaviour.”

James Hoggan, President of PR firm, Hoggan Associates noted that the environment became the #1 issue in late 2005 and still remains important today. One of his initiatives was to set up www.Desmogblog.com. DeSmogBlog exists to clear the PR pollution that is clouding the science on climate change.

Hoggan’s view is that an overwhelming majority of the world’s climate scientists agree that the globe is warming - the world's climate is changing - and that the indiscriminate burning of fossil fuels is to blame. According to the site, “We know that the risks are incalculable and, increasingly, we understand that the solutions are affordable.” Hoggan wants to get that message to the public.

Robert Safrata, CEO, Novex Couriers, aspires to be the greenest courier company in the world (they offer Vancouver-area same day courier). He wants his company to be an engine for change—and at the same time be a profitable business. His triple bottom line focus is people, planet and profits.

His website is largely an open book. His business plan is online (just short of showing his EBITDA). Part of his open disclosure is the use of “See-it” “a real time sustainability reporting system.” All of Novex’s stakeholders can see their environmental initiatives online; this has replaced the traditional sustainability report

William George of PR firm Edelman Canada, noted that consumers want to do good through their spending. People are mobilizing to say good things about companies; in the past they got together only to complain.

George pointed out how the online environment changes how people form decisions. The Globe & Mail is useful as a way to keep up to date for some one who has already formed a view. However, if a person is doing research and hasn’t form a view yet, then they are more likely to go online.

Further, people give direct sources more credibility. A blog can become a powerful way to create a peer or direct relationship, much more so than reading a newspaper article. A blog facilitates interaction.

Of course, not all companies are paying attention to conversations going on in the online environment. Companies may struggle with giving up control when they open up an online conversation, but it is necessary to create trust. This concept was explained masterfully in The Clue Train Manifesto a number of years ago.

William Azaroff, Director, Online Banking & Engagement, Vancity, spoke about corporate social responsibility as a key differentiator for companies. We are moving to “the social age.” People want to do good and be connected.

One of their initiatives is www.changeeverything.ca. They originally thought of a Facebook page, but couldn’t figure out how to add value in that environment so they went with their own site. This site has garnered much traffic and attention and has had an overall positive return for Vancity.

Azaroff noted the challenges of getting a presence online. People today have “profile fatigue,” so it is hard to get them plugged into yet another site. In addition, the site has to truly get the public involved. A key point is to ensure that people who are commenting are not part of the company otherwise credibility is gone.

James Tansey, Associate Professor, UBC, explained that businesses have to change the way they operate; today’s markets are more connected to consumers. Likewise, social responsibility has evolved over the last 10 - 20 years from being a “fig leaf” application to part of a deliberate strategy.

Tamsey is also co-founder of Offsetters.com which provides “carbon offsets.” These are investments in projects that prevent greenhouse gases from being emitted into the atmosphere. A company can purchase carbon offsets to counterbalance it own direct emissions.