Sustainability, business transparency and employee security – these are just some examples of how businesses operate with social responsibility in mind. 

In the modern world, business operations are moving beyond the traditional value proposition of offering quality products at an affordable price. A global study shows that 86% of consumers believe that companies should take a stand for social issues. Out of this number, more than half stated that they were ‘very likely’ to purchase a product based on a company’s commitment to exercise social responsibilities. Today’s consumers (especially millennials) are more conscious of the brands they support. 

For this reason, businesses, organizations and communities can all experience the benefits of when social responsibility becomes part of a company’s business model. 

What is Social Responsibility?

From a business standpoint, social responsibility can take on many forms. It is the act of demonstrating and operating in the best interests of their environment and society. 

It’s common for businesses to add policies that result in an ethical balance of profitability while supporting worthy causes and their community as a whole. Some examples of social responsibility in action include:

1. A company donating some of its sales proceeds to a worthy cause. 
2. Adjusting operating practices to encourage environmental sustainability. 
3. Creating policies that support employees and workers in the company. 

One thing worthy of mentioning is that these efforts are more effective when it is done proactively. This means establishing policies and mandates voluntarily. 

How to Demonstrate Social Responsibility in your Marketing

With a growing number of consumers advocating for more action in social responsibility from businesses, communicating your efforts to your audience is an effective way in involving them with your efforts. 

Whatever cause or organization you are supporting, there are a few ways to effectively mention this in your marketing. Here are a few examples of demonstrating social responsibility in your current marketing efforts:

• Make your Team your Biggest Ambassadors: Your employees may have different roles in your organization, but they play a massive part in how your organization is perceived to the public. They are your ambassadors and honest representatives in the digital world, especially on social media. Ensure the efforts in social responsibility is understood by your team members. Most importantly, it’s essential that they support the efforts you’re making. Be open to their feedback and if necessary, adjust your efforts to ensure you get the full backing of your team.
  
• Demonstrate Transparency in your Message: Illustrate your efforts in a thoughtful, clear and detailed manner. Making mention of how you demonstrate social responsibility isn’t enough. Consumers can call this out as preformative activism or allyship (when the purpose of activism is done to benefit the social capital of your company rather than the cause).

For instance, if you’ve pledged to donate proceeds of sales to a cause, it’s a good idea to indicate the amount your business is donating and what organization you are supporting. 

• Be Receptive to Feedback: Marketing channels like social media have given more power to consumers. Your digital audience is no longer passive. Be receptive to the real-time feedback you might receive regarding your social responsibility efforts. 

Make note of any constructive criticism or concerns you receive and use it as a tool to refine your approach. Engage in these conversations and acknowledge the feedback you’re receiving. 

Companies who Exercise Social Responsibility

We value assisting other businesses that demonstrate a strong sense of social responsibility. These companies support communities, causes and movements in a variety of ways. Here are a few examples of companies that put social responsibility to work in their operations:

Fairware: Fairware is known for sourcing sustainable and ethically responsible promotional products. Their entire service offering supports environmental efforts, but they further their work in social responsibility by also practising the following:

• Becoming a Certified Living Wage Employer, making the long-term commitment to reduce poverty and increase economic prosperity in their community.
• Making the long-term commitment to support Vancouver Street Soccer League through donations, product and volunteer hours. 
• Becoming a Certified B Corporation, which furthers their long-term commitment to make a positive impact on their workers, community, environment and customers. 

Lunapads (Now Rebranded as Aisle): Aisle offers high-quality undergarments, pads/liners and cups that are reusable and environmentally more sustainable than traditional period products. Aside from being environmentally sound, they also highlight body and gender inclusion in their product line. Aside from their products, they further their commitment with the creation of Dignity Projects, which aims to address women’s issues globally:

• Lunapads mentored the social enterprise, AFRIpads, which supports menstrual and reproductive health, education and employment in Uganda. 
• It also donates products to support individuals in transition shelters and community housing as the leading corporate donor to United Way’s, Period Promise. 
• They have also created a partnership with Native Youth Sexual Health Network, which is an indigenous, youth-run organization that provides culturally safe sex-ed. Lunapads has provided product donations to support birth workers, rights of passage ceremonies and workshops. 
• Lunapads is also a Certified B Corporation. 

Hippie Snacks: Hippie Snacks is a BC-based company that offers organic and natural snack food products. They have expanded their product offerings, providing high-quality snacks that focus on minimal processing. As Canada’s Founding Certified B Corporations, this company has taken their commitment further, doing the following to uphold their social responsibility:

• Donating 5% of their total revenue to community projects that positively impact the environment and youth. 
• Volunteering to their community with money and product donations. 
• Supporting food banks like Quest, Friends in Need and City Reach Care Society. 
• Enhancing the employee experience with various additional employee benefits. 

Junxion Strategy: Junxion Strategy can be considered the “spark” that encourages companies to take on social responsible policies. This Certified B Corp has worked with a multitude of global brands, creating new mandates and policies that allow them to become model corporate citizens. Some of their efforts include:

• Supporting the roll-out of UN’s Principles of Responsible Banking. 
• Launching Indigo’s environmental paper policy. 

Great Bear Rainforest Essential Oils: Great Bear Essential Oils offers sustainably harvested essential oils gathered from Conifers found in the Great Bear Rainforest. It is also a social enterprise, supported by the Coastal First Nations Great Bear Initiative. Their business operations work to support the community through the following:

• Creating long-term and sustainable employment for individuals with limited opportunities in remote communities. 
• Enhance community prosperity and environmental protection of the Great Bear Rainforest. 
• Supporting other project partners including nunumus management, Metlakatla Stewardship Society and Coastal First Nations Great Bear Initiative. 

At Out-Smarts, we put great value in walking the talk. Aside from supporting organizations like the ones mentioned above, our small team makes donations each month to local non-profit organizations. We also provide pro bono work, sharing our knowledge to new entrepreneurs through programs and initiatives like the RADIUS SFU program. These are just some examples that illustrate the steps we are taking in our efforts to uphold our social responsibilities. 

In a world that is going through climate change, a global pandemic and civil injustice, we encourage businesses to do their part in contributing to the greater good. We love working with businesses whose values in social responsibility align with ours! Contact our team and discover how we can elevate your reach and presence in the digital arena with our consciously crafted strategies. We can’t wait to hear from you. 

We mentioned general tips in our recent blog post and today we’re listing specific social media tips for communicating effectively on these platforms at this time. 

While some Provinces in Canada slowly open businesses and public areas, clear and transparent communication is essential for businesses as we adapt to this “new normal.” One of the easiest and most convenient ways to communicate effectively with your customers and community during COVID-19 is through social media.

Studies show that only a quarter of businesses have a crisis plan; the rest either have an out-dated crisis response strategy or don’t have a plan in place. Although many businesses are navigating through these unprecedented times without a concrete plan, there are ways that you can still communicate effectively with customers.

With more users glued to their devices, social media makes it easier for you to reach a captive audience.

The social media tips we’re providing today touch on different tactics that can be used specifically to help you do so effectively.

Our Social Media Tips on Announcing Re-opening Plans Clearly

While some communities are lifting their restrictions and businesses are opening up, it’s still essential to set appropriate expectations and to not mislead in any way.

As the situation changes day-by-day, new policies and plans can affect the way you operate as a business. Be transparent with your audience so that you can pivot quickly without having to mitigate questions or potential frustrations with customers.  

If your business has been given clearance to operate, now is not the time to announce that you’ll be running business “as usual” – it’s going to be awhile before we are really all back to business as usual. 

Get as much information regarding new operating guidelines as possible, and ensure that these have been put in place before publicly announcing anything. Keep in mind that these plans are not set in stone – things can change as you monitor the current situation. 

Keep your Social Media Channels Aligned 

You may have the same people following you on different social media platforms. For this reason, keeping all of your social media channels up-to-date with a coherent message is a must. If you are active on Facebook, Twitter or LinkedIn, it’s wise to keep all of these social channels aligned, highlighting similar information with the same key messages to avoid any confusion. 

Update Your Social Media Profiles With Pertinent Information

Here are some specific ways you can highlight the information that counts on your social media profiles:

• Create and upload new cover images that highlight your current status (Canva is a great tool for creating beautiful custom images like this on the fly). 
• Update your about sections and bios to emphasize new ways of operating. 
• Include a link to your website in your bios or update your current link to direct people to your online store, online calendar or booking schedule if you are pivoting to work from home or using a virtual business model.

Social Media Content Curation

Your social media profiles aren’t the only elements you should consider updating. The way you approach social media content curation should also be different to what you have done in the past. It’s paramount that you continue to interact, share and have conversations with your community on these channels:

• Try to make be as upbeat and positive as possible in your posts, comments and replies
• Remain factual and stay on topic with your content
• Be strategic in your approach without adding unnecessary noise
• Remember, that this has affected every aspect of life, leaving many people in shock so communicate with empathy.

Because the life cycle of timeline posts is quite short, it’s wise to pin the post that offers the most pertinent information to the top of your page or profile, so that followers can easily access the information that counts.

Streamlining your Approach on Specific Social Channels

The social media tips mentioned above apply to all social channels. However, there are specific measures you can take to streamline your process on Facebook and Instagram. 

With more than 2 billion users on Facebook and over 100 million users on Instagram, it’s wise to tailor your approach, and this doesn’t just involve keeping your profiles up-to-date. 

Optimizing Your Facebook Page to Handle the Current Times

Facebook Messages

Aside from email or a chat function on your website, prospective customers or engaged users will use Facebook to reach out to you directly. This means having to field inquiries beyond your usual operating hours and when you or your team are busy doing other things. 

• Provide prompt follow-ups by setting up your Facebook messages to respond to FAQ’s and/or immediately respond when you are offline. Not only will this minimise the amount of time spent to manage online inquiries but it will also provide your audience with a better customer experience. 

Custom Facebook Call-To-Action Buttons

• On Facebook customize your Call-to-Action Button (the one that appears to the right below your cover image) to emphasize the action you want customers to take right now i.e. Shop Online or Sign Up (to receive email notifications).

Make It Easy For Customers To Shop on Facebook

• Facebook and Instagram offer shopping solutions that allow you to showcase your wares on these platforms and integrate them with your online store. Doing so makes it easier for your followers to shop with you straight from their favourite platforms.

Social Media Ads To Reach More People in Your Community

• It might be beneficial to broadcast business updates to a wider audience or to reach more people in your local community by using Facebook Ads. 

Creating a Sense of Community Through Instagram

The approach to Instagram differs from Facebook in many ways. If your target audience is younger, you can use this platform as a way to generate a sense of community with your audience (in addition to communicating updates about your business). 

• Use the stories function to bring people together – tagging key members of your audience.
• Don’t forget to use the Instagram stickers (like “Stay at Home”) to highlight your message if these are relevant to your business.
• If you have any new announcements to broadcast to your audience, you can do so easily by going Live on your stories too. 
• Don’t forget to use any appropriate hashtags on your timeline posts so that your content is discoverable by people within your community too. 

Our Last Thoughts

COVID-19 is an unprecedented time that is new to communities, businesses, and people alike. There is no formal “play book” to navigate through this smoothly. One of the best social media tips we can offer is this – keep your audience informed sensitively, mindfully and educationally. 

While the current situation may mean the slowing down of usual business operations, use this free time to take stock. Revisit your existing content strategy to review your campaigns, content and scheduled posts. Only continue with content that is sensitive and relevant and don’t take advantage of the situation in any way. 

Look for ways to support your community and take this opportunity to develop new relationships one-on-one on social media. It may be some time before we see life returning to normal, but businesses and communities can create positive connections, lifting people up during an uncertain time. 

Our business has seen the effects of this pandemic on our clients, partners and those we support, and we are here to provide support, guidance, and insights beyond social media tips where we can. Contact our team to learn more about how we can help you navigate and communicate effectively with your audience at this time.