Social media is increasingly becoming an influential force in business and on the Internet. It has had an irrevocable impact on marketing and has led to positive changes in corporate culture, including increased levels of brand transparency and accountability and, as a result, a heightened sense of corporate social responsibility. This corporate social responsibility has opened the door for a number of brands trying to change the world for the better while still turning a profit.
The social web makes it easier for these companies to spread their social messages, to generate issue awareness and to build their brands, and blogging has become a critical component to driving and delivering that social message. Blog content helps strengthen connections with people that may have originated on Facebook, Twitter or even at a retail store. A blog creates an informal “voice” that the organization can use to build trust and engage people who care for and support specific social causes. Two brands that I’ve seen doing this particularly well, are Impact Foods and Seventh Generation.
Impact Foods – This granola company has an ambitious mission, ending hunger. For each bag of granola they sell, they promise to feed a hungry child for one day. Impact’s blog strategy is narrating their mission, describing the company’s journey as they travel and deliver on their promise to help feed children. This builds trust with consumers because it shows Impact’s credibility, and demonstrates their commitment to the issue at hand.
Seventh Generation – One of the leading brands in green household and personal care products, Seventh Generation strives to make their products from plants and not petroleum, while operating as one of the most environmentally friendly companies. Over the past few years, their blog has become a resource for consumers covering everything from green household tips to advice on cleaning showers. This blogging strategy helps extend Seventh Generation’s mission to consumers, providing people with the information they need to make a difference whether or not they’ve purchased Seventh Generation products. By pushing information that advances their cause and not their product, Seventh Generation shows that the issue is just as important as the brand.
These are two unique blogging strategies, but they are both successful because they build trust and credibility with consumers. Brands that strive to change the world and impact a global issue have to first show they are trustworthy and transparent. A company blog is the perfect platform to accomplish this, while simultaneously building brand awareness and developing a following.
Have you seen other socially responsible corporate blogs that are changing the world? How does their blog strategy help advance their cause, their brand, or both?
Photo Credit: LittleMan
