Zavy’s latest research shows how corporate social responsibility can help a cause – and your brand.
Zavy has launched a whitepaper, Changing Your Social Media Strategy For Good, which shares findings of their investigation into the impact corporate social responsibility (CSR) has on engagement.
Why this study was conducted
Last year provided a “reset” for brands. The pandemic forced them to rethink how they communicated on social. The team at Zavy noticed a marked increase in posts around social good or sustainability issues. Was this just anecdotal, or were brands increasing their comms CSR? And if so, what effect was this having on their social media activity?
CSR social media activity can be difficult to justify – it’s the kind of brand and community building activity that has long-term benefits, not immediate pay-offs.
That’s why Zavy has explored:
· Trends in CSR activity on social media
· What effects CSR activity has on overall engagement
· How brands can most effectively integrate social media for good into their comms.
Zavy’s post-classification algorithm was used to categorise and analyse 288,643 public Facebook posts from 16,630 Facebook pages across New Zealand and Australia, from 2018-2020.
The study proves that brands that include effective CSR content in their social media have the opportunity to make major gains in engagement:
· CSR doubled as a share of social media posts – from 12 percent to 25 percent in the two years between 2018 and 2020.
· Brands that include CSR in their social media content earned an average engagement per follower rate of 2.9, while those that did not had a rate of just 1.5.
· Zavy’s research into the ROI on Social Media (2019) proved that engagement in terms of positive comments and shares is the most significant driver of sales activity.
We’re Zavy. And we believe in the promise of social media: brand building by two-way engagement and rich communication. We enable marketers to measure and improve their brand activity on social so they can build their brand by doing more of the things people love.
To download the report, click here.
For more information, contact [email protected]