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How can you ensure your CSR messaging is authentic on social media?

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Corporate social responsibility (CSR) is not just a buzzword, but a way of demonstrating your brand values and engaging with your audience on social media. However, not all CSR messages are created equal, and some may backfire if they are perceived as insincere, opportunistic, or irrelevant. How can you ensure your CSR messaging is authentic on social media and resonates with your followers? Here are some tips to help you craft a creative strategy that aligns with your brand purpose and your social impact goals.

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Nur Habibah Saidi

Generate leads and grow business for B2B Founders and High-ticket Coaches using StoryCraft Suite
STELLA YANN (Yanakieva)

Authenticity Alchemist: Connecting people to their soul purpose | Brand Storyteller for positive change makers |…
Blessing Albert

Corporate Communications, Brand Strategy, and DEI Expert | B2C Project Manager; Connecting Black Professionals and…

1 Know your why

Before you post anything related to CSR on social media, you need to have a clear understanding of why you are doing it. What is your brand purpose, vision, and mission? How does your CSR initiative support them? How does it benefit your stakeholders, your community, and the planet? Having a strong why will help you communicate your CSR message with conviction, passion, and transparency. It will also help you avoid jumping on the bandwagon of trending causes or topics that may not be relevant to your brand or your audience.

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Nur Habibah Saidi

Generate leads and grow business for B2B Founders and High-ticket Coaches using StoryCraft Suite
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Authentic CSR messaging on social media is about genuine connection. Share real stories about the positive impacts your company is making. Be transparent, engage with your community, and listen to feedback. Show the human side of your efforts, making it relatable and meaningful. Consistency in actions and messages builds trust.

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STELLA YANN (Yanakieva)

Authenticity Alchemist: Connecting people to their soul purpose | Brand Storyteller for positive change makers | Lightworker on a mission to awaken New Earth Leaders worldwide ???
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Everything starts with your purpose! Purpose-driven authenticity shows both WHAT YOU CARE ABOUT and WHO YOU ARE, so that your audience can feel like they can relate to you and choose to work with you.

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Blessing Albert

Corporate Communications, Brand Strategy, and DEI Expert | B2C Project Manager; Connecting Black Professionals and Corporations through Javelin by BYP Network
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Having CSR beneficiaries tell their stories on the impact of an initiative will always be authentic, transparent and engaging. Videos, Pictures, Quotes, Hashtags helps achieve this.

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2 Know your audience

Another key element of authentic CSR messaging is knowing who you are talking to and what they care about. You need to do some research on your target audience, their values, their preferences, and their expectations. You also need to listen to their feedback, their questions, and their concerns. By knowing your audience, you can tailor your CSR message to their interests, needs, and emotions. You can also use their language, tone, and style to connect with them on a human level. Additionally, you can invite them to participate, collaborate, or co-create with your brand on your CSR efforts.

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3 Know your impact

A third essential factor of authentic CSR messaging is knowing what impact your brand is making or intends to make through your CSR initiative. You need to have some evidence, data, or stories that show how your brand is contributing to a positive change in the world. You also need to be honest, humble, and realistic about your impact. Don't exaggerate, embellish, or oversell your CSR achievements or goals. Instead, be transparent, accountable, and open about your challenges, failures, and learnings. By knowing your impact, you can showcase your CSR message with credibility, authority, and humility.

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Ewelina Rozpara, MBA

Focused on People’s Growth | Management | Employer Branding | Personal Branding | Personal and Professional Development | Coach ICC | Business Mentor | PM IPMA | Executive MBA | CMO |
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Ensuring authentic CSR messaging on social media involves several key practices: 1. Transparency: Be transparent about your CSR initiatives. Clearly communicate your goals, the impact you aim to achieve, and any challenges faced. Transparency builds trust with your audience. 2. Align with Values: Ensure that your CSR activities align with your company's core values and mission. Authenticity is reinforced when your social responsibility efforts are a natural extension of your organizational principles. 3. Realistic Goals and Outcomes: Set realistic goals for your CSR initiatives and communicate achievable outcomes. Avoid overpromising, as authenticity is compromised when there's a gap between what is promised and what is delivered.

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4 Know your channel

A fourth important aspect of authentic CSR messaging is knowing which social media channel is best suited for your message. You need to consider the strengths, weaknesses, and features of each platform, as well as the behavior, preferences, and expectations of your audience on each one. You also need to adapt your message format, length, and style to each channel. For example, you may use a video to tell a compelling story on YouTube, a carousel to showcase your impact data on LinkedIn, or a live Q&A to engage with your followers on Instagram. By knowing your channel, you can optimize your CSR message for reach, engagement, and conversion.

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5 Know your timing

A fifth crucial component of authentic CSR messaging is knowing when to post it on social media. You need to be aware of the current events, trends, and conversations that are relevant to your brand and your CSR initiative. You also need to be sensitive, respectful, and empathetic to the context, mood, and sentiment of your audience. You also need to plan, schedule, and monitor your posts to ensure they are timely, consistent, and responsive. For example, you may post your CSR message on a specific day, week, or month that is related to your cause, such as Earth Day, Pride Month, or Giving Tuesday. By knowing your timing, you can align your CSR message with the right moment, opportunity, and audience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Arantza Asali

Senior Marketing Executive | DEI Chair | World Champion Public Speaker | Digital Strategy and Brand Development at iMultiply
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Authentic CSR messaging across social media channels requires a genuine connection to be successful. Beyond transparency, the core cause for a relationship with should make sense. Why is a business working with that specific cause? What is the link between their values or purposes? If those are solid, the content that stems from it will be naturally meaningful. Consistency in actions and messages from starting point to post builds trust.

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How can you ensure your CSR messaging is authentic on social media?

1

2

3

4

5

6

1 Know your why

2 Know your audience

3 Know your impact

4 Know your channel

5 Know your timing

6 Here’s what else to consider

Creative Strategy

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How can you ensure your CSR messaging is authentic on social media?

1

2

3

4

5

6

1 Know your why

2 Know your audience

3 Know your impact

4 Know your channel

5 Know your timing

6 Here’s what else to consider

Creative Strategy

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