Cone Communications Launches CSR SocialScoreSM to Measure CSR and Social Leadership
Informing and Engaging Using Social Media Is No Longer Optional
BOSTON (June 3, 2013) – Boston-based public relations and marketing agency, Cone Communications, is launching a social media and Corporate Social Responsibility product, CSR SocialScoreSM, which serves as a real time snapshot of how a brand uses social media to inform and engage stakeholders.
Today, nearly two-thirds (62%) of global consumers use social media to engage with companies around social and environmental issues, according to the 2013 Cone Communications/Echo Global CSR Study Social media is breaking down geographic, economic and cultural barriers to provide an unprecedented and public view of how companies invest, operate and engage with stakeholders regarding social and environmental issues.
“Social Media is where the CSR conversation is happening. Brands need to meet stakeholders where they are,” says Jonathan Yohannan, executive vice president of Cone’s Sustainable Business Practices group. “It is no longer enough to be an offline CSR leader. Many of the most admired CSR leaders are not showing up online to meet and engage with consumers or other stakeholders.”
CSR SocialScore helps companies equally measure their ability to “Inform” and “Engage” stakeholders:
- Inform: This portion of the score looks at a company’s online CSR reporting and baseline CSR social media presence. Quantitative data is garnered through a variety of social media monitoring, research and analytics tools.
- Engage: This portion of the score surveys how a company is positioning its brand as a CSR thought leader, how it is engaging with top influencers and providing open opportunities for feedback or co-creation.
The Score is the summation of both quantitative and qualitative data. Cone has been a recognized leader in CSR strategy and communications for nearly thirty years and is uniquely positioned to monitor and measure how companies are engaging with stakeholders on social media.
How Companies Can Use CSR SocialScore
The score is designed to be used as an ongoing barometer of effective CSR communication or at the beginning and end of a campaign in order to measure success and drive return.
“The score helps companies benchmark against industry peers and measure their leadership over time,” says Bill Fleishman, president of Cone Communications. “Companies must include social media in CSR communications or stakeholders may not see the impact of its commitments, posing a risk to the brand and reputation.”
Cone draws insights from the CSR SocialScore to recommend how companies can bring commitments into the CSR social conversation. Cone helps companies identify and engage the right stakeholders, determine the right channels, tailor and test messages, and measure performance over time.
About Cone Communications
Cone Communications (www.conecomm.com) is a public relations and marketing agency known for igniting brands with high-impact strategies and programs based in deep insights, unique subject matter expertise and innovation. Focusing on key areas such as consumer product media relations, social media, cause branding and marketing, corporate social responsibility, nonprofit marketing, corporate communications and crisis prevention/management – the agency is positioned to help clients achieve both business and societal outcomes. Cone Communications is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.