This Forbes article provides an interesting set of principles for marketers to use when developing corporate social responsibility (CSR) initiatives through social media, particularly Facebook. Overall this is a key tactic, given the fact that people are prone to show themselves partaking in a good deed so they are keen to 'share' or 'like' special causes. However, it has become so prevalent that, while companies can provide some positive benefits to the cause that's being supported, there is little upside for the investment.
Therefore, companies need to be smart about how to embark on a CSR initiative. In the article there are some good tips to remember, such as 'Show the difference' that the campaign has made. This will provide more fodder for sharing as well as help to drive stronger, more tangible benefits for the campaign overall.
http://www.forbes.com/sites/davidhessekiel/2011/11/08/cause-marketing-on-facebook-truths-tips-and-trends/
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