Consumers Are Using New Media to Engage with Companies on Issues of Corporate Responsibility

A recent survey of American new media users found that 44% “are searching for, sharing or discussing information about corporate responsibility (CR) efforts and programs” via such outlets as social networks, blogs, and online games. The survey, undertaken by Cone, a brand strategy and communications agency, sought consumer responses in the areas of brand marketing and cause branding, as well as CR.

Seventy-eight percent of new media users reported interacting with companies online, up from 59% in 2008. Thirty-eight percent reported doing so at least once a week, compared to 25% in 2008.

Sixty-two percent of respondents to the survey indicated that they believe they can influence corporate decision-making through participation in new media outlets. Twenty-four percent reported that they have contributed to online discussions about CR, and 23% have contacted companies directly. Three-quarters of respondents “expect companies to join conversations about their corporate responsibility practices happening on new media.”

Forty-seven percent believe that companies are transparent and honest in addressing CR efforts online. The online venues most often accessed for the purpose of learning about CR efforts were email (27%) and corporate web sites (22%). The findings suggest that opportunities for more interactive venues such as social networks and blogs have yet to be exploited.

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Source: SocialFunds.com/Cone

This entry was posted on Monday, October 26th, 2009 and is filed under Business and Economics, Consumer Issues, Media, Search News, Social Media, Technology and Internet, Web 2.0. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.