Tools for managing an organization's socially responsible initiatives in an online environment
Abstract
Abstract: The process of globalization, the development of the Web 2.0 technological phenomenon, and the increased economic growth condition the beginning of the study and exploration of Corporate Social Responsibility at the next level (CSR). On the other hand, globalization creates new stakeholders in the process and determines the need for constant communication with them. As a result, more than ever, companies are engaging in various causes that are part of their corporate social responsibility policies, ranging from economic responsibilities (business organizations to be profitable), legal responsibilities (organizations to comply with the law), ethical responsibilities (organizations to be ethical and honest), to pure philanthropy (improving the quality of life of society) and protecting the environment. In this interconnected globalized world, the World Wide Web and the communication tools that have been created and developed have changed the way people and companies inform, communicate and connect with one another. Websites, blogs, social networks, emails have billions of audiences (individuals and organizations) who are constantly interacting, thus moving on to the next, digital communication. This is also why the new communication toolkit plays a key role when it comes to managing relationships between the company and stakeholders. This two-way communication between the company and its users through the communication digital tools (the organization's website, corporate blog, social media, email communication, etc.) is gaining enormous importance worldwide and in our country.
Digital tools enable companies to increase opportunities to promote their virtuous causes and engage key internal and external company stakeholders - consumers, employees, shareholders and suppliers, as well as citizens and NGO’s that are important to the organization.
The purpose of the article is: - to present the essence of the company's socially responsible initiatives on the Internet and the benefits for the business; - outline the digital toolkit available to date in the management arsenal; - to analyze the practice of Bulgarian and foreign companies.
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