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Executives Say Crowdsourcing is Valuable to Corporate Social Responsibility Efforts

WASHINGTON Feb. 9, 2011 October 2010 research December 2010

The research found that a sizable 44 percent of companies have used crowdsourcing – asking customers to provide ideas and help in decision-making on how to tackle issues and achieve goals. In addition, an overwhelming majority (95%) of executives who have used crowdsourcing found it valuable to the organization’s pro-social or CSR efforts.

Crowdsourcing Value Recognized

When asked why crowdsourcing is valuable for CSR programs, executives say that it surfaces new perspectives and diverse opinions (36%), builds engagement and relationships with key audiences (25%), invites clients and customers from nontraditional sources to contribute ideas and opinions (22%) and it brings new energy into the process of generating ideas and content (16%).

Interestingly, those executives who have not yet used crowdsourcing (55%) also view this social media collaboration tool favorably, with 43% indicating that crowdsourcing could be valuable to their organization’s future CSR efforts.

Paul Massey

Social Media Widely Used in Driving CSR Initiatives

The survey also explored how executives communicate their company’s CSR efforts with consumers, nonprofit partners, media, policymakers and influencers. Of the executives surveyed, 7 in 10 (72%) say social media has been used to communicate about their CSR efforts and 6 in 10 (59%) say it has a positive impact on the quality of their communications with consumers.

From their point of view, the primary value of using social media tools is that they create opportunities for companies to reach broad and diverse audiences (38%), allow companies to connect directly with consumers in low-cost efficient ways (29%) and enable companies to engage specific constituencies with greater ease (11%).

The research also examined the value of specific social platforms for engaging consumers. A significant 68 percent of executives agree that social media is an effective way of driving engagement with consumers and clients. Among those now using social media tools, they named Facebook as the most valuable social tool for doing this (67%) followed by blogs (60%), LinkedIn (58%), Twitter (46%) and FourSquare or other location-based services (44%).

Stephanie Bluma

Greater Value from Integrated CSR Communications Programs

Integrated communications efforts, including social media, continue to be priorities for raising awareness of CSR, with 85 percent of executives saying that community events are effective, 75 percent citing executive outreach, and 70 percent pointing to earned media. When it comes to driving engagement with CSR, 83 percent of executives cited community events, 74 percent executive outreach and 69 percent earned media.  

Full survey results can be found at impact.webershandwick.com.  

Survey Methodology

between October 6 and October 22, 2010

About Weber Shandwick Social Impact

http://impact.webershandwick.com

About KRC Research

www.krcresearch.com

About Weber Shandwick  

The Holmes Report Advertising Age Bulldog Reporter, PR News CR Magazine. . http://www.webershandwick.com

Jennifer Norton

Mary Robbins

Weber Shandwick

Weber Shandwick

212.445.8314

202.585.2053

[email protected]

[email protected]

SOURCE Weber Shandwick

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