I am pretty sure that most people want to be socially responsible. They recycle. They try not to idle their cars. They give to charity and help old ladies across the street. People are, generally, socially "good" (for lack of a better word).
We use the word "social" to describe our society and how we live within it.
So "social media" should not just take into account the tools we use to communicate, Facebook, Twitter et al, but also how we communicate using those tools.
To that end, I have embarked on a new experiment to see if I can utilize the tools of social media to compel one Canadian company to improve their social responsibility.
Here in Canada we have a chain of coffee/donut shops called Tim Hortons and while the brand does operate all over the world, it is clearly a Canadian company, named for the Canadian hockey icon that started it.
Every year, in March, Tim Hortons restaurants have a contest called Roll Up the Rim to Win. It's a much-loved time of year here in Canada. People excitedly flock to Tim's to get their paper cup, roll the rim (usually with their teeth) and discover the bounty they've won. The prizes are pretty good and include a car and lots of small items like a free donut or coffee. It's a big deal to Canadians.
However this year Roll Up the Rim really irked me.
I have struggled for quite some time with the fact that the waste generated by Tim Horton's is insane. It used to be that the cashier would ask "for here or to go?" before anything else. That question would decide if you received your order on a china plate or wrapped in wax paper. Now, however, the question is no longer asked. Everything is wrapped and all coffee is offered in a paper cup.
Sure Tims sells re-usable cups but you have to shove it in the cashier's face to get them to use it and if you want a china cup to drink your coffee in the restaurant, chances are slim that they will oblige.
In the last week I have written 2 blog posts, on my personal blog, about the lack of sustainable practices at Tim Hortons. Either they do not have a social media monitoring system or they're just ignoring the comments. I have posted to their Facebook page and have added high-level executives via Linked In but still no word from Tims.
Part of the reason I became a Social Media Strategist was to effect change in the way companies operate both online and off. I want big business to understand that it is the on-the-ground customer that has the most to say about how their brand is portrayed and I am flabbergasted that a company like Tim Hortons does not really care to make a connection that could allow them to become a leader in sustainable practices. A leader in social responsibility.
By the way, in the most recent blog post I discuss Tim's report on sustainability and responsibility. If you know anything about marketing you'll get a real kick out of it.
What are your thoughts on using social media to hold businesses to a higher level of social responsibility? I'd love to hear them.