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SOCIAL MEDIA: CSR and social media – new bedfellows?

CSR is nothing new but social media channels are giving it a fresh – not to mention lucrative – lease of life. Lucy Fisher reports

The term corporate social responsibility – or CSR for short – can provoke a stifling of yawns both within the boardroom and beyond. But CSR has a new face and this is being communicated across social channels, with the term sustainability being used almost interchangeably with the terms corporate social responsibility or corporate responsibility (CR).

Some organisations even use their own terminology. For instance, at IBM (see case study on page 32) employees refer to ‘corporate citizenship’, while at Veolia Environmental Services the strapline ‘go further together’ encompasses its CSR strategy.