In brief: CSR denotes a company’s responsibility for the social, environmental and ethical impacts of its business. Credibility comes from changed behaviour and measurable commitments, not a campaign alone.
How I use CSR (Corporate Social Responsibility) in practice
In practice I use CSR (Corporate Social Responsibility) as one acquisition activity. Before launch I define whom I do not want to reach, what evidence the offer needs and how I will recognise a relevant response. I continuously monitor search queries, placements or comments by channel and feed findings back into content and the offer.
What to watch out for
A cheap click or broad reach is not success by itself. With CSR (Corporate Social Responsibility) it is easy to optimise activity that does not bring the right customers. Beware of automatic platform recommendations without knowing margin, capacity and brand limits.
Questions for a decision
- Who do we want to reach, and whom should we exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality or merely channel activity?