Responsible Brand Management in the Era of Social Networking: Risks and Rewards
CommitForum!, October 9, 10:15 am, New York Marriott Downtown
Whether B-to-B or B-to-C, companies risk reputational snafus throughout the supply and value chains when engaging in social networking.
Yet, in this day and age, when everyone depends on multiple media channels to communicate, the risk of not engaging stakeholders—from customers, to employees, to investors–could be even higher.
Plus, when done right, social media can enhance a brand’s ‘responsibility’ allure—and value.
What works, what doesn’t? Why and why not? How are the most responsible, sustainable companies learning to manage the risks and earn public rewards for their social campaigns and accomplishments? How can the hard work of sustainability data collection and reporting be used to advantage in such campaigns?
Based on our recent research, reporting, and worldwide talks on the topic, these are some of the questions Dr. Goodman will discuss with ask a panel of world-renowned experts:
Dave Stangis was named Vice President-Corporate Social Responsibility (CSR) and Sustainability at Campbell in September 2008. In 2011, his role was expanded to include oversight of Community Affairs and the Campbell Soup Foundation. Prior to joining Campbell, Dave worked for 12 years at Intel, where he created and led the corporate responsibility function.
Dan Bross, Microsoft’s Senior Director of Corporate Citizenship, has over twenty-five years of experience in the public, private and nonprofit sectors. In 2002 led a cross-company virtual team that developed Microsoft’s global Citizenship Program. Today, Dan leads a team with Citizenship responsibilities focused on issues management, reporting, stakeholder engagement and strategic relationship management.
Dr. Leonardo Bonanni is founder and CEO of Sourcemap, a supply chain transparency company which allows companies and consumers to see where products come from, including social, environmental and financial risks. Sourcemap provides an enterprise social networking platform that connects multinationals and public sector agencies with the thousands of suppliers in their extended supply chains.
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