Many commentators and thought-leaders have observed that, in order to be effective, corporate social responsibility must be integral to a business, rather than an add-on. Too often, however, companies fall short of effectively telling that story.
The challenges so many companies face today include a tough economy, fast-changing social technology, and multiple social crises. But without effective storytelling companies have little chance to scale their socially responsible efforts by working with their customer communities and social media channels.
Via Gregg Morris