Here an interview from a Social Media presentation I gave at The Hub last week together with Oihana (eMarketeer at The Hub):
I do believe that the shift towards social media is not only important for Corporate Marketers.
The fact that you have to become more transparent also means you have to start reviewing your current business operations: How compliant are we really? And how do our stakeholders perceive our performance?
Some years ago it would have been a great opportunity for a Business to move towards social & environmental responsibility to gain a competitive advantage. Today it becomes more and more a must to not fall behind your competitors and to avoid a potential crisis.
Being truly transparent does not only mean that a corporation needs to implement a CSR report that is compliant with GRI standards we are talking about a process of change management that is not to underestimate. It’s not just about the numbers but also about the motivations & meaning given to these values by each and every employee.
Only in the moment a researcher from the R&D division, your supply chain partners and the external maintenance guy live up to this philosophy and come to work every day because they truly believe they help save the environment and add benefit to the community by working for your organization, you can talk about a successful implementation of this approach. It’s not just a one off exercise. It’s rather a cultural transformation of the whole organization.
