In the Journal of Business Ethics article "Exploring Corporations’ Dialogue About CSR in the Digital Era," the researchers discuss the "notion of dialogue as an antecedent of stakeholder engagement and relationships" that has been "well established in the social media literature."
In the Journal of Marketing Communications article "The impact of social media platform selection on effectively communicating about corporate social responsibility," the researchers focus more specifically on the effect of social media on digital dialogue. Together, these two studies collected information on the best methods and forums for CSR dialogue.
Chaco, a brand that is heavily featured on my website, uses social media primarily to drive their corporate social responsibility (CSR) dialogue. This is somewhat in conflict with the Journal of Business Ethics study, where researchers claimed that open dialogue processes about CSR "can occur within owned and earned environments." However, as we move into a more digitized environment, it is clear that the other parts of the PESO model, shared and paid media, can also foster open communication.
As a brand with an engaged, though somewhat small, cult following, Chaco relies on shared media for most of their CSR efforts. While Chaco does promote CSR on its website through its many partnerships, this is not where it facilitates an open dialogue among consumers. Instead, Chaco has been especially active on Instagram to promote CSR in response to the COVID-19 epidemic.
According to the Journal of Business Ethics, stakeholders look for three things in CSR dialogue: "co-learning spaces, co-innovating spaces, and co-deciding spaces." Chaco has opened up a CSR dialogue among its stakeholders that is primarily focused on co-learning and co-innovating. With the rapid spread of the coronavirus, some channels of decision-making and dialogue are closed/moderated because of the severity of the crisis.
Chaco has been using its ReChaco factory to create face masks for first responders near the Michigan factory. Chaco has utilized its owned media space that normally features its ReChaco shoe repair services to showcase its COVID-19 crisis response plan. Chaco has also invited its stakeholders to send cards to first responders and other essential workers that will benefit from the ReChaco factory masks.
As stated in the Journal of Business Ethics study, when there is open dialogue there will be criticism from stakeholders. There has been a mix of backlash and support in the comments in response to Chaco's CSR efforts, but the brand has been responding to comments and engaging consumers.
Chaco has also launched a CHILLOut social media campaign in connection with the launch of the new CHILLO slide sandal. They've been promoting social distancing by featuring creators and influencers on their Instagram stories that provide followers with advice and support during this difficult time.
In the digital age, owned and earned media will not draw the same audiences or levels of participation that shared media will. Therefore, social media is the best (and not to mention cost-efficient) way to monitor and moderate stakeholder dialogue about CSR. Especially for brands with a limited budget and a dedicated following (#ChacoNation), shared media environments can produce interactive and meaningful CSR dialogues.
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