Although Corporate Social Responsibility (CSR) is still not widely recognized in the business press, it is increasingly difficult to deny its importance in the growth and competitiveness strategies business owner data of organizations. Indeed, the competitive factor and the differentiating advantage provided by proper CSR management are increasingly perceived by consumers as elements that determine their choice when purchasing or using the services offered by companies. CSR is the visible part of the business contribution to sustainable development that involves three essential aspects in today's society: economic, social and environmental.
Through Social Marketing , companies seek to develop and, above all, communicate their responsible business policies in order to consolidate the intangible value that CSR gives to the corporate reputation of companies. A good CSR strategy consists, first of all, in integrating the main concepts that determine it in a transversal way throughout the company into the business culture, and then beginning to communicate them to all interest groups (stakeholders) through related channels. The topic of CSR communication has always been controversial. How can we transmit messages of trust and transparency to our audiences without giving the impression that we are gloating over “how responsible and sustainable we are”? In this sense, the channels and media through which the company transmits its “responsible” message are a fundamental element of CSR strategies.
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According to a European report prepared by professors from IE University (Spain) in collaboration with Cambridge University (United Kingdom) and IULM (Italy), and published by Global Alliance, a global organization that brings together public relations associations from more than 60 countries, 12% of Spanish companies use social networks to communicate their social commitment. However, the study reveals that 29% of companies publish links to opinion leaders and recognized institutions such as NGOs. In terms of CSR, one of the best prescribers for companies are NGOs, but ultimately the most valuable prescriber is the consumer.
