Posted: June 4th, 2021
This case study describes how a company embarked on improving its image to its customer base. The company formed a community of practice amongst its employees, with the goal of developing a positive image of the company, by highlighting the company’s positive impact on the community and environment. The company also set aside a budget for donations to nominated sustainability charities. Part of this initiative was a social media launch and a campaign to highlight the company’s support for various sustainability charities. This plan had been received very positively by its executive team, because of the projected increased brand exposure. Many employees also expressed their support for the proposals for this social media release, and they even proposed ways of measuring the impact of the social media campaign and potential market gain.
However, some employees within the company had personal reservations about this campaign. Although they were asked to provide their comments, employees were careful not to say anything, as this campaign had gained widespread traction amongst high-level executives. As a consequence, there were internal conflicts. Some employees decided that they had had no opportunity to voice their concerns, and they resigned from the company. Other employees were not so fortunate and could not find other employment. These employees remained quiet but felt they were disempowered and unable to voice their opinions. These employees felt socially isolated.
As it turned out, the company was heavily criticized on social media at the launch of the campaign. Members of the public flooded the company’s social media page with complaints about the company’s instrumental approach toward corporate social responsibility (CSR) and sustainability. They felt the company was being disrespectful towards the charity and accused the company of being hypocritical in their intentions and caring only about the image of the company. The company was accused of using charities to increase its market share. This vitriolic attack came as a surprise, and the company did not have any plan to respond. The company shut down its social media page and withdrew from the campaign.
You have been engaged by the company to do a study on this failed campaign and to write a report. The purpose of this is to enable the company to learn from what occurred, and for its future proposals to avoid this situation.
Prepare a report, for your executives. Your report should be 2500 words maximum, excluding references and appendices, and should cover the following issues and include the following components:
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