SMALL BUSINESS, BIG ENGAGEMENT: Trends & Best Practices in Using Social Media to

Tell the Small Business CSR Story

Julie Dixon Deputy Director

Center for Social Impact Communication Georgetown University

How To Ask Questions

• Type questions into the box on the right side of the your screen

• Submit via Twitter to @VM_Solutions using “#VMbpn”

• We will pose questions at the end of the presentation

• A copy of the sides will be circulated after the event

Small Business, Big Engagement

Trends & Best Practices in Using Social Media to Tell the Small Business CSR story

About the Center

@georgetowncsic http://csic.georgetown.edu

About the Research

• In-depth interviews with twelve small businesses in greater DC

• Audits & analyses of communications channels used for CSR comms

• Review of best practices and successful campaigns

What We’ll Cover Today

*image source: flickr user robert_voors

What do we mean by “engagement?”

Hurdle #1: To communicate, or not to communicate?

Poll: Reluctant to Communicate?

Which of the following best describes why you’ve been reluctant to share your CSR story? • The cause we support may be polarizing to people

• People will think we’re bragging

• People will question our motives/why we’re involved

• We prefer to lead by example • I’ve never been reluctant!

Why communicate? • Is there a “responsibility to

communicate?” • Elevate the issue &

encourage others to join you Shift thinking from one-way “tooting our own horn” to two-way conversations around issues that matter to stakeholders.

Tips to Avoid Bragging

1. Play up partners

2. Enlist partners as co-communicators

3. Let others tell

your story

*image source: flickr user miuenski

Hurdle #2: How to balance social media

*image source: flickr user foxtongue

Poll: Which channel is best?

Which of the following social media platforms do you think is the best for telling a CSR story? • Facebook • Twitter • YouTube

• Pinterest

• Company blogs

Hurdle #3: How to do it effectively …and make it last

*image source: flickr user piratepix2

Poll: How much time does it take?

How much time per week do you spend building/maintaining your company’s social media? • 0-1 hours per week

• 2-5 hours per week

• 6-9 hours per week

• 10-14 hours per week

• 15 hours per week or more

Align with Authenticity

Start with a cause that makes your jobs as communicators easy.

one:

Choose Your Channels Wisely

& cater your content to each channel.

two:

Stock Your CSR Content Pantry three:

Empower Your Audiences to create and share content.

*image source: flickr user anirudhkoul

four:

Embrace Experimentation

five:

Hurdle #4: How to compete with the big guns

*image source: flickr user tabor-roeder

Go for the gold!

Questions?

Contact: Julie Dixon, jld227@georgetown.edu http://csic.georgetown.edu @georgetowncsic

Stay Informed

Blog: www.VolunteeringIsCSR.org

Twitter: @VM_Solutions

Upcoming Session: August

The Radically Engaged Business: A 2012 VolunteerMatch Client Summit Encore Presentation with Carol Cone Guest Speaker: Carol Cone Global Chair, Edelman Business + Social Purpose Register: https://www1.gotomeeting.com/register/587999345 Wednesday August 15, 2012 10-11 a.m. PT (1-2 p.m. ET)