This document summarizes a presentation about best practices for small businesses to use social media to communicate their corporate social responsibility efforts. It discusses common hurdles such as reluctance to communicate due to concerns about bragging or polarizing issues. It recommends focusing on authentic causes and empowering audiences to create content. The presentation also provides tips on aligning CSR communication with different social media channels and embracing experimentation to compete with larger companies.

1. 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

2. 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

3. Small Business,
Big Engagement
Trends & Best Practices in Using Social
Media to Tell the Small Business CSR story

4. About the Center
@georgetowncsic
http://csic.georgetown.edu

5. 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

6. What We’ll Cover Today
*image source: flickr user robert_voors

7. What do we mean by
“engagement?”

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

9. 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!

10. 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.

11. 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

12. Hurdle #2:
How to balance
social media
*image source: flickr user foxtongue

13. 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

14. Hurdle #3:
How to do it effectively
…and make it last
*image source: flickr user piratepix2

15. 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

16. one:
Align with
Authenticity
Start with a cause
that makes your jobs
as communicators
easy.

17. two:
Choose
Your
Channels
Wisely
& cater your
content to each
channel.

18. three: Stock Your CSR Content Pantry

19. four: Empower Your Audiences
to create and share content.
*image source: flickr user anirudhkoul

20. five:
Embrace
Experimentation

21. Hurdle #4:
How to compete
with the big guns
*image source: flickr user tabor-roeder

22. Go for the gold!
Questions?
Contact: Julie Dixon, jld227@georgetown.edu
http://csic.georgetown.edu @georgetowncsic

23. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions

24. 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)