Corporate Social Responsibility

Social Media and Corporate Social Responsibility 

 

       A study conducted by Cone Communications and Echo Research found that “corporate social responsibility is now a reputational imperative,” and also that “companies are expected to be an active participant — if not a driving force — in solving the most pressing social and environmental issues.” [1]

 

          Social media is a key tool for fulfilling this CSR imperative, between the personal, political, and commercial to promote good corporate social responsibility. [2] There are two sides to CSR at social media companies. One: social media companies are platforms for private and public organizations to raise awareness, fundraise, network, reach consumers/constituents, and publicize their work. Two: employees at social media companies commit to internal and external social good services. 

 

          The potential for social media to reform CSR is massive. To put things into perspective, take British pop boy band One Direction. Band member Harry styles has a whopping 22.8 million followers on Twitter. Niall Horan has 20.6 million. Liam Payne has 18.6 million. Louis Tomlinson has 18 million. Lastly, Zayn Malik only has 13.5 million (note the sarcasm). [3] Together, the five boys have a following of 93.5 million people. My reason for telling you these numbers was not only an excuse to stalk their lovely Twitter pages, but also a way to convey the enormous power of social media to connect people with influence to normal civilians. Celebrities, corporate executives, government officials, and others use social media to gauge the opinions of their fan bases, consumers, and constituents. If used for good, social media can really empower the average civilian and help those in need.

 

NOTE: Social media companies are not non-profits. Their ultimate goal is to make money; however, what I’ve found in my research is an ideal balance between social responsibility and profit-making. Biz Stone, co-founder of Twitter, puts it best: “There is compound interest in altruism.” [4]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

#Background

 

          Twitter is a free online social networking service, founded by Evan Williams, Jack Dorsey, and Biz Stone (left to right) in 2006, that enables users to send and read short messages limited to 140 characters called “Tweets.” Twitter has become a key communication platform, unfolding major events in real-time around the world. [7]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

photos courtesty of Wikimedia Commons 

Fast Facts: 

• 284 million active users worldwide 

• 500 million Tweets sent per day 

• 77% of Twitter accounts are outside of the U.S.

• 3,600 employees in offices around the world [8]

• Gross Income: $398.17 million [9]

 

          There are two sides to CSR at Twitter. The first side of Twitter’s CSR is its inherent nature as a platform for other private and public organizations to raise awareness, fundraise, network, reach consumers/constituents, and publicize their work. The second side to Twitter’s CSR is their employees internal and external actions. 

 

#ResponsibilityToUsers

 

          Twitter’s mission statement is “To give everyone the power to create and share ideas and information instantly, without barriers.” [10]

         

 

 

 

 

 

 

 

 

          Because of the transparent nature of social media services, the consumer/user shapes the site. Twitter’s responsibility to its users is to allow them as much freedom as possible; users then choose what they want to do with that freedom.

 

#ResponsibilityToWorkers

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

         

       

 

          We’ve all heard it before or we’ve at least seen it in movies like Vince Vaughn’s The Internship — working at a tech company is amazing. Music rooms, living roofs, game rooms, free food… and I can attest to this. [12] After touring Twitter Headquarters, I wanted to work there.

 

          

 

 

 

 

 

         

          However, as with most growing social media companies, when a slight issue arises, someone’s head is always on the chopping block. Because of the fast-paced environment at social media companies, employees are put under a lot of stress to develop a new function. Employers try to counteract that stressful environment with perks mentioned above (e.g. food, comfy couches, etc.). 

 

#ResponsibilityToCommunity 

 

#TwitterForGood

 

Twitter for Good is a global initiative which guides Twitter’s corporate philanthropy in all its offices.

 

How Twitter for Good started:   

     

          Long before Twitter had sales employees, the founders hired Claire Diaz-Ortiz to launch their Corporate Social Innovation and Philanthropy department. Twitter had an idea of “doing well by doing good” and Ortiz believed this could be done through “democratizing activism.” Ortiz writes in her book, Twitter for Good: Changing the World One Tweet at a Time, “Twitter can help to drive world change, and it can do so from wherever you are — from a Silicon Valley start-up or a Kenyan orphanage. By democratizing activism, Twitter can help us all to change the world.” [15]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

         

         

          Twitter’s vision of its corporate social responsibility began with the birth of the company. However, the enactment of that vision really began when Twitter decided to keep its headquarters in San Francisco in 2012 (although San Francisco’s City Hall did practically beg Twitter to stay). Twitter was ready to move out of the city in 2011. It was preparing for a hiring spree that would not have been feasible to carry out in the city, for San Francisco companies with payrolls higher than $250,000 are charged a 1.5% payroll tax. [16,17] Hoping to revitalize two of the most impoverished areas in SF, the Board of Supervisors approved a plan, giving Twitter and other companies moving into the Central Market and Tenderloin areas a six-year break on payroll taxes on new employees. [18] However, companies would still have to pay the payroll tax for existing employees.

 

The Community Weighs In:

 

          This payroll tax exemption was met with much anger from the community. Opposing Supervisor Avalos said,

 

“I believe that businesses in San Francisco and around the country should be socially responsible and part of that social responsibility is paying our taxes.” [19]

 

          To appease the community, Twitter seems to have started Twitter for Good. Its first post on its Twitter for Good Blog was on June 12, 2012 by Community Outreach officer Jenna Sampson. [20] Recognizing the community’s discontent, the blog states, “As we settle in and form closer ties with those around us, we want to make a positive impact as neighbors and collaborators, fostering connectivity in the world outside our doorstep.” The blog continues, “Since January, we’ve spent over 350 hours connecting with the community by serving meals, teaching coding classes to kids, leading clothing drives, offering free legal advice, and teaching seniors how to stay connected. Most recently, we filled Cutting Ball Theatre (@CuttingBall) with employees for a viewing of Tenderloin so that we can be informed by the voice of our neighbors, and to ensure we’re doing our part to build mutual respect and understanding in the community.” [21]

 

Required Service:

 

          Nine months after the April 2011 approval of the tax break, the city instituted a policy to counteract fears of gentrification of businesses and residents. This policy requires companies with more than $1 million in payroll expenses to negotiate a Community Benefits Agreement (CBA), a contractual obligation to engage in community and economic development efforts. [22] Under the subsequent deal on community benefits, companies get the 1.5% payroll tax break only if they enter a community benefit agreement with the city. [23]

 

What Twitter Aims to Do:

 

Twitter’s operating principle is “Be a Force for Good.” Twitter’s Corporate Social Innovation and Philanthropy office works to: 

 

1) Support non-profit organizations and causes through

• Promoted Tweets for Good: pro bono programs for non-profits already using twitter to promote specific campaigns

• Regular trainings to non-profits and causes: teach the T.W.E.E.T. (Target, Write, Engage, Explore, Track) framework Ortiz developed 

• Hope140.org: Twitter’s website that compiles case studies, best practices, and past cause campaigns to help organizations learn how to use Twitter for good

• Disaster Response: using strategic partnerships to support humanitarian aid initiatives

• Speakers at Twitter: Twitter employees get educated about how to use Twitter more innovatively

 

2) Promote cause marketing advertising initiatives by

• Supporting brands promoting pro-social or social good initiatives

• Conducting paid campaigns on Twitter’s platforms 

 

3) Carry out internal philanthropic efforts, such as 

• Room To Read: non-profit supporting girls’ education and library development in 9 developing countries. Twitter and Room to Read have worked with each other on literacy initiatives. 

• Ad hoc fundraising and Twitter-based awareness campaigns: Malaria No More, the American Red Cross, water.org, Free the Children, etc. [24]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Local CSR in San Francisco:

#FridayforGood

 

          On #FridayforGood, Twitter employees spend one whole day volunteering with local nonprofits and community organizations. There are two #FridayforGood days a year. Twitter’s most recent #FridayforGood was on November 7, 2014 in San Francisco and the Bay Area. More than 700 of their employees volunteered at over 50 different projects. Different departments mobilized their skills and expertise for the community. For example, Twitter’s legal and safety teams hosted a workshop for Legal Services for Children that included DACA training and meeting with clients about their applications. Other projects include:

• teaching students how to build small handheld computers

• beautifying, repainting, and building furniture for different community organizations and gardens throughout the city

• volunteering at drop-in centers and food banks

• giving workshops on resume-building and using Twitter as a social marketing platform

• delivering meals to homebound seniors  

• teaching youth about internet safety and how to use Twitter

 

          At the end of Friday For Good, Twitter holds a Community Happy Hour at their office. The company invites the organizations they volunteered at to enjoy food from local restaurants and performances by local music and art groups. [25]

 

Monetary Grants:

 

          In Fiscal Year 2013-2014, Twitter provided $292,825 worth of Twitter for Good grants. Some recipients included Black Girls Code, Larkin Street Youth Services, Bay Area Women's and Children Center, and San Francisco Public Library Teen Digital MIX Lab. [26]

 

 

Volunteer Hours:

 

          In Fiscal Year 2013-2014, Twitter employees reported to have engaged in more than 2,980 hours of volunteering. Volunteering includes #FridayforGood days of service as well as volunteering at tutoring centers, community organizations, etcetera throughout the year. [27]

 

          At Twitter, employees are not required to do community service. Head of Community Outreach and Philanthropy at Twitter approximates that about 1/3 of employees are very eager about doing community service, even doing it on their own, 1/3 do it if they're asked, and the remaining 1/3, usually the busiest and most stressed out, do not like to do it. [28] 

 

Engagement with community:

 

          In Fiscal Year 2013-2014, Twitter engaged in 175 events, some which the company hosted and some which employees attended. For example, Twitter hosted Market Street for the Masses and launched national Small Business Week. Examples of Twitter’s participation in the community include a walking tour of the Tenderloin with Del, a blood drive with 70 donors, and a nonprofit workshop with 15 neighborhood nonprofits on how to best use Twitter to support their mission. [29]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Note: While I’ve outlined some of Twitter’s CSR specifically in San Francisco where the company seems to be doing the most work, I’ll link websites that have more information.

 

• Community benefit Agreement 2014

• What Twitter Actually Completed in 2013-2014

• Community Benefit Agreement 2015-2018

 

          Twitter’s 2015 draft has many of the same components as in previous years: “Twitter will seek to continue to embrace digital inclusion and address the digital divide; support local non-profits through financial grants; create meaningful engagement in the community; support physical neighborhood improvements; improve educational outcomes for youth; address challenges regarding workforce development and homelessness; support local non-profits through enhancing social media capabilities, including free advertising; provide pro bono legal assistance on housing issues; and commit to local purchasing.” [30]

 

Upcoming Community Project: Neighborhood Nest:

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

          However, there is some cynicism around the Neighborhood Nest (surprise, surprise). While the Neighborhood Nest is intended to be a step toward addressing criticism from those who feel the company should do more to help, SFGate points out that it isn't just philanthropy, but an obligation.

 

How others are using Twitter to better society:

 

      

 

 

 

 

 

 

 

 

 

 

       

 

       

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

#ResponsibilityToEnvironment

 

          Twitter does not blatantly harm the environment, as it is a social media company and has no tangible product. However, many environmental activists have used Twitter to expand and publicize their efforts. Twitter employees also engage in trash pickups.