What’s Social Responsibility Doing Here?

Much of recent buzz in the advertising industry has been focused around social media, Google vs. Microsoft (and it’s 100-million-dollar campaign), etc. But so much has been lost in the hype and discovery of Twitter and Facebook that only a few companies have recognized the real function of social media (duh! it’s a conversation between the company and its consumer). As it turns out, corporate conversations may be a trait of something less familiar.

I immediately recognized the social media “conversation” as a trait of the corporate social responsibility platform. Why would a corporation pay attention to its stakeholders? It’s about good business, and a conversation is a part of maintaining communication with the people involved with your organization.

What’s Social Responsibility doing here on a marketing blog? ACG is an integrated model of marketing communications, and sustainability, social responsibility, and environmentalism are an important audience of corporations, too. Unfortunately, these concepts are indirect stakeholders and are difficult to quantify in dollar amounts. But nonetheless, the “mother earth” and “goodwill” will affect customers no matter what.

Any seemingly unnecessary social media conversation is also a part of “goodwill”, and psychologically adds a powerful effect on customers. For some, being recognized by a big corporation leaves a positive psychological impact. This impact changes the audience’s perception, and through positive feedback creates positive buzz around an organization.

The next time you decide to decide to revamp your company’s marketing strategy, remember to consider the indirect effects of a socially responsible business.

A Welcoming Reception

I recently discussed the ad industry with a few of my colleagues, and we all came to the same generalized conclusion that a large minority of Vancouver agencies dislikes outsiders. Anyone who isn’t a client/employee that visits an agency’s office is sometimes stigmatized and often alienated. What about the implications of this to our industry: Isn’t this bad for business?

I recently had the opportunity to visit Everett’s Future of Flight Aviation Center & Boeing Tour. If you’re not too familiar with Boeing’s operations, Boeing boasts the largest building by volume in North America that houses its airplane assembly facilities, and they have a “factory tour” of the whole thing. What are the implications of Boeing’s factory tour?

• Motivates a new generation of Boeing’s workforce
• Provides good PR by allowing people to actually see the production-line process
• The Everett area and the facility itself makes more money from the tourism
• Likely adds a “cool” factor for those who fly every year, motivating purchasers to buy more Boeing planes
• Builds trust with the flying community

Apply the Boeing factory tour to our ad/marketing industries. Do you welcome an outsider into your office? Some companies are afraid of or overwhelmed by outsiders. Why? Maybe they’re afraid of a loss in productivity or that this outsider will steal their secrets. But a simple office procedure will usually clear this up. Have a system from receptionist to office manager that sets dates and processes for “showing off” your studio.

Just like my colleagues pointed out, those office visitors could be your next creative director or communications strategist. I would not want to ruin the motivation of those who can help me succeed in the future…

For a link to Boeing’s tour, check this out.