How do you talk about CSR on social networks?

Corporate Social Responsibility (CSR) is an important issue for consumers. It's only logical that they expect companies to invest and communicate transparently on the subject to guide their choices. Aware of these expectations, companies are increasingly communicating on the subject. Unsurprisingly, social networks are the place to be.

According to a report by Visibrain, a social network monitoring tool, CSR has become one of the top concerns of companies in France. Which social networks count? How do brands speak out? How can we avoid CSR washing? Marie Guyomarc'h, content manager and head of press relations at Visibrain, explains.

Can you tell us a little about Visibrain?

Visibrain is a social network monitoring tool. We support brands, agencies and institutions in their daily monitoring. On their brand, on events, on news, so that they have the keys to detect risks, but also to spot communication opportunities.

Intuitively, one might think that social network monitoring is aimed at preventing bad buzz. Is this really the case?

Indeed, this is necessary to anticipate risks. A brand can be singled out on social networks. But there are also opportunities, such as detecting a trend. With a tool like Visibrain, brands can assess their legitimacy to speak out and position themselves on certain topical issues.

Which social networks does your tool enable you to monitor? And do you also provide support?

Twitter, Facebook, Instagram, YouTube and TikTok, and we've recently added two new sources: LinkedIn and Threads. These are B2B and B2C sources, because we know that people communicate differently depending on their social network. The idea is for our customers to be autonomous. We have a whole team dedicated to training customers in the tool. If they have more specific needs, we also have a team of partners who can intervene on more specific issues.

Thank you for your presentation. Now to the heart of the matter: CSR on social networks.

How does CSR awareness play out on social networks?

It's one of the places to speak out. As you can see, CSR is a much-discussed topic on social networks. It has become an unavoidable theme. Internet users are speaking out and expressing themselves in the world at large. Our latest study on the place of CSR on social networks showed that 20 million messages are published every year on social networks. This figure is rising steadily. In 2023, for example, there will be 40% more messages than in 2022. What applies worldwide also applies to France. There are 1.2 million messages on CSR topics. 30% of these messages are about brands. So there are CSR issues for brands on social networks. Another striking figure: 45 articles are published every day in France on this subject.

How do you talk about CSR on social networks?

Various subjects are addressed, starting with the environment and ecology. There's a general awareness. Our study showed that hashtags like #transitionécologique are mentioned a lot. Quality of life at work(#QWL) is also a topic that gets a lot of attention. It accounts for 20% of posts. The many upheavals in the world of work, such as the pandemic and the quiet quitting trend(#quietquitting), have been transcribed onto social networks. But brand communication is also an issue. Companies have their backs against the wall. They need to get involved, and not just in greenwashing.

What about greenwashing?

There are two opposing strategies when it comes to CSR. On the one hand, there's greenwashing, where companies communicate massively about very minor actions. At the same time, we're seeing a new phenomenon: greenhushing, where some companies choose not to communicate on CSR for fear of being singled out.

If you had any advice to give, what strategy would you recommend to avoid falling into the trap of "CSR washing"?

The first step is to be transparent. If actions are being or will be taken, don't be afraid to talk about them. On the other hand, you shouldn't over-communicate either. Then, quite simply, you have to be daring. Use new formats, try to go beyond borders... These are things that work on social networks. Finally, you have to adopt the codes of social networks. Each network has its own specificities. So you have to avoid duplicating formats. On TikTok, you don't talk about ecology in the same way as on LinkedIn. The audience and level of awareness are not the same. So it's important to differentiate and adapt your communication according to the social network.

You need to emphasize your expertise on LinkedIn, rather than popularizing it on TikTok, where the target is Gen Z?

One example of this is Crédit Agricole, which popularizes ecology on TikTok. It's a format that really works.Our study on CSR showed that on TikTok, it's the number one source of engagement. On the other hand, there's very little content. So they're performing very well. It's a very strong signal for brands. There's a card to play. What's more, you might think that TikTok is the social network for teenagers. In reality, not so much. TikTok has broadened its target: 31% of users are aged between 25 and 34. So it's no longer a network where you only talk about trivial matters. It's perfectly capable of tackling very serious subjects like finance, for example. Hasthag Fintok(#fintok) is a big hit. We can also talk about literature. The Hasthag Booktok(#booktok) demonstrates this. So we can talk about CSR and ecology. There's plenty of room for brands to position themselves.

Are BtoB and BtoC uses of CSR the same?

On the BtoC side, we're leaning more towards TikTok and Instagram. For BtoB, while LinkedIn is the professional network par excellence, on X (ex-Twitter) opinion leaders and professionals are still speaking out.

Who is speaking out on these issues, and which sectors are the most active?

Contrary to what you might think, these are not necessarily CSR departments. There are other stakeholders too. Typically, CEOs are expected to embody this commitment to CSR. But they can also be journalists, consultants, communicators, lawyers... In terms of sectors, transport, energy, agri-food and construction are mentioned more than others. Fashion to a lesser extent.

If, for budgetary reasons, a company had to choose between two social networks to communicate with, which would you recommend?

It depends on the sector and the target audience. On the whole, TikTok needs to be explored . It's a network that offers great opportunities for brands. There's also LinkedIn, which offers a completely different approach, a little less educational, but which can work. On the whole, however, no network should be ruled out, as they all have their own specific features and bonus points.

Beyond CSR, are environmental issues being addressed on social networks?

Yes, we can see a growing awareness. Profiles like Camille Etienne, Hugo Clément and many others are positioning themselves. They're experts, but they're also influencers. On TikTok, some accounts play the humor card, and it works.

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