Author: Karlo Gojak
Publication date: 02.11.2023
In today's digital age, social networks have become a part of our everyday lives. Through these platforms, we exchange information, connect with others, and follow the latest news. Social media has also become a powerful tool for brands to engage with their audience.
What is Brands Social Responsibility ?
Brand social responsibility, refers to the ethical and social efforts that companies and brands offer to contribute to the common good. These efforts may include activities such as:
● supporting humanitarian organizations,
● protecting the environment,
● promoting diversity, and
● other socially beneficial initiatives.
Why is the social responsibility of a brand on Social Networks Important?
Social networks offer brands a unique opportunity to communicate with their audience in a direct way. Through posts, stories, videos and interaction with followers, brands can communicate their values and commitment to social responsibility. Here are some reasons why Brands Social Responsibility on social media is important
● Transparency and Trust
When brands act responsibly and transparently, it builds trust with their audience.
● Audience Engagement
Brands' Social Responsibility activities on social networks often engage the audience. People often support brands that share their values and contribute to the community.
● Improving Reputation
Brands that actively participate in social responsibilities usually have a better reputation. This can contribute to better business results and long-term success.
Examples of the brands with good Brand social responsibility
● Dove
The Dove brand, known for its skin care products, promotes diversity. Their social networks often share campaigns that increase self-confidence and acceptance of diversity.
● Microsoft
Technology giant Microsoft is often recognized for its initiatives in education, digital literacy and advancing technology access for all. Their social networks promote these efforts.
● Coca-Cola
This well-known beverage brand is active in many socially responsible initiatives, including recycling projects and community support. Their social networks often share these stories.
● IKEA
A world-renowned furniture and interior design brand, often promotes its sustainability efforts. This includes reducing carbon emissions and using sustainable materials.
Disadvantages of social media for business
● A lot of time and qualified personnel required
● Some investment may be required
● Companies problems will be more visible
● Companies are exposed to trolls
● Bad Publicity
● Competitors could study companies business
● Companies may have privacy or security issues
Companies as a bad example of brand social responsibility
● McDonald's
McDonald's has been criticized for its role in the obesity and unhealthy diet epidemic. Many believe that their marketing campaigns aimed at children and adolescents are responsible for the promotion of unhealthy habits.
● Walmart
Walmart has been criticized for the low wages and working conditions of its employees. What’s more, on social networks, they were often the target of campaigns and protests related to their labor policies.
Social responsibility in social networks
The social responsibility of brands on social networks is of increasing importance in the world of marketing. Brands that successfully communicate their socially responsible business on social networks often realize benefits. For example, some of them are increased trust and reputation improvements.
As consumers, we also have a role to play in supporting brands that are committed to social responsibility. By following and supporting brands that share our values on social networks, we can contribute to a better and more responsible society together.