DIGITIZATION AND DIGITAL SOCIAL RESPONSIBILITY COMMUNICATION

Abstract

Corporate Social Responsibility and digital transformation are the most important factors of global competitiveness today. Rapidly developing technology is constantly changing the business and Noble environment in our lives. These changes are heavily influenced by technological developments. Technology is now key to civilization and social change. This development marks the arrival of the third fundamental wave of change for us. The first wave, agriculture, changed humanity from hunters to farmers and breeders. The second wave, which is quite close, is the world of industrialization and mass production, Mass Media, Mass Education, Mass Communication. In recent years, we are increasingly experiencing the third wave of civilizational changes and the birth of a new era (Zbigniew Orbik ve Viera Zozuľaková, 2019). The internet and World Wide Web have the potential to increase the speed of the process of Public Relations (Esrock and Leichty, 1998:308) with each passing day, the online environment requires organisations to carry Corporate Social Responsibility efforts. Web 2.0, which allows the transition from one-way to two-way communication and was first used by Tim O'reilly, blogs, social networks and wikis, etc. it provided the development of platforms ( Fieseler, Fleck ve Meckel, 2010:601). New media, such as social media, which Web 2.0 brings to our lives, have more communication dynamics, spreading interactive communication globally in a matter of hours at great speed and geographic distribution to a wider audience (Schultz, Castello ve Morsing, 2013:681-682). In the past, when we looked at CSR-related projects, it was focused on charity and philanthropy, which we call corporate philanthropy. As we come to this day, the focus is on projects that can align social impact with economic impact (Icsb.org, 2018). For these reasons, such projects are increasingly taking into account the competencies, technologies and activities related to their customers and main stakeholders of more and more companies due to the impact of digital transformation today. The article examines the concept of Digital Social Responsibility (CDR) and discusses the difference between social media communication in the use of social media in digitalization and Corporate Social Responsibility (CSR) projects.

Keywords

• Corporate Social Responsibility
• Social Media
• Digitalization
• Digital Social Responsibility
• Social Responsibility Communication

Dijitalleşme ve Dijital Sosyal Sorumluluk İletişimi

Abstract

Kurumsal sosyal sorumluluk ve dijital dönüşüm günümüzde küresel rekabet gücünün en önemli faktörlerindendir. Hızla gelişen teknoloji hayatımızda iş ve sosyal ortamları sürekli değiştirmektedir. Bu değişiklikler, teknolojik gelişmelerden büyük ölçüde etkilenmektedir. Teknoloji şu anda medeniyet ve sosyal değişim için kilittir. Bu gelişim, bizler için üçüncü temel değişim dalgasının gelişini işaret etmektedir. İlk dalga, tarımsal, insanlığı avcılardan çiftçilere ve yetiştiriciler olarak değiştirmiştir. Oldukça yakın olan ikinci dalga, sanayileşme ve seri üretim dünyası, kitle iletişim araçları, kitle eğitimi, kitle iletişimidir. Son yıllarda, medeniyet değişimlerinin üçüncü dalgasını ve yeni bir çağın doğuşunu giderek daha fazla yaşıyoruz (Zbigniew Orbik ve Viera Zozuľaková, 2019). İnternetin ve World Wide Web’in Halkla İlişkiler Sürecinin hızını arttırma potansiyeline sahip olmaları (Esrock ve Leichty, 1998:308) her geçen gün, kurumların kurumsal sosyal sorumluluk çalışmalarını çevrim içi ortama taşımalarını zorunlu hale getirmektedir. Tek yönlü iletişimden çift yönlü iletişime geçişi sağlayan ve ilk olarak Tim O’Reilly tarafından kullanılan Web 2.0, bloglar, sosyal ağlar ve Wiki’ler vb. platformların gelişimini sağlamıştır ( Fieseler, Fleck ve Meckel, 2010:601). Web 2.0nin hayatımıza kazandırdığı sosyal medya gibi yeni iletişim ortamları, daha fazla iletişim dinamiklerine sahip olup, interaktif iletişimi büyük bir hızda ve coğrafi dağılımda daha geniş kitlelere birkaç saat içerisinde tüm çevrelere yaymaktadır (Schultz, Castello ve Morsing, 2013:681-682). Geçmişte, KSS ile ilgili projelere baktığımızda, projeler ağırlıklı olarak kurumsal filantropi dediğimiz yardım ve hayırseverlik odaklıydı. Bu güne geldiğimizde odak noktası, sosyal etkiyi ekonomik etkiyle uyumlu hale getirebilecek projeler ile ilgilidir (Icsb.org, 2018). Bu nedenle benzeri projeler, günümüzde dijital dönüşümün etkisiyle artarak daha fazla firmanın yetkinliklerine, teknolojilerine ve müşterileri ile ana paydaşları ile ilgili faaliyetleri dikkate almaktadır. Makale, Dijital Sosyal Sorumluluk (DSS) kavramı üzerinden değerlendirme yapıp, dijitalleşme ile Kurumsal Sosyal Sorumluluk (KDS) projelerinin sosyal medyanın kullanımında sosyal medya iletişiminin farkı ile ilgili konuyu ele almaktadır.

Keywords

• Kurumsal Sosyal Sorumluluk
• Sosyal Medya
• Dijitalleşme
• Dijital Sosyal Sorumluluk
• Sosyal Sorumluluk İletişimi

References

1. Abitbol, A. ve Lee, S.Y. (2017). Messages on CSR-dedicated Facebook pages: What Works and what doesn’t, Public Relation Review, Vol.43, 796-808.
2. Ayeh, J.K., Norman, A., ve Law, R. (2013). “Predicting the intention to use consumer-generated media for travel planning.” Tourism Management 35, s.132-143.
3. Bayrak, S. (2001). İş Ahlakı ve Kurumsal Sosyal Sorumluluk (1.Basım). İstanbul:Beta Basım Yayım, s.86,113.
4. Bolat, E., Osborne,N, ve Memery,J. (2016), Meaningful CSR Communication via Digital Media- Competitive Paper, s.2-7. BWADigital,(2020).(https://www.bwa.com.tr/dijital-donusumun-isletmelere-faydalari-nelerdir.
5. Castelló, A., & Ros, V. (2012). CRS communication through online social media. Revista Latina de Comunicaciòn Social, 67, 47-67. https://doi.org/10.4185/RLCS-067-947-047-067
6. Cortado, F. J., ve Chalmeta, R. (2016). Use of social networks as a CSR communication tool. Cogent business & management, 3(1).
7. Cho, M., Furey, L.D. ve Mohr, T. (2017). Communicating Corporate Social Responsibility on Social Media: Strategies, Satkeholders, and Public Engagement on Corporate Facebook, Business and Professional Communication Quarterly, Vol.80 (1), 52-69.
8. Colleoni, E. (2013). “CSR communication strategies for organizational legitimacy in social media.” Corporate Communications: an international journal 18, no. 2, s.228-248.

9. Du, S., Bhattacharya, C. B. Ve Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12 (1), s. 8-19.
10. Dutot, V., Lacalle Galvez, E., & Versailles, D. W. (2016). CSR communications strategies through social media and influence on e-reputation: An exploratory study. Management Decision, 54(2), 363-389. https://doi.org/ 10.1108/MD-01-2015-0015
11. Esrock, S.L. ve Leichty, G.B. (1998). Social Responsibility and Corporate Web Pages: Self- presentation or Agenda- Setting, Public Relations Review, 24 (3), 305-319.
12. Epareborda,V. (2018). 5 benefits of digitalising your CSR program, https://alayagood.com/blog/5-benefits-of-digitalising-your-csr-program/, Erişim Tarihi: 16.06.2020.
13. Elektrikinfo. (2109). https://elektrikinfo.com/dijitallesme-nedir/
14. Eissfeller, C. (2020). Corporate digital responsibility. https://dmexco.com/de/stories/corporate-digital-responsibility-deshalb-ist-eine-digitale-ethik-unerlaesslich/
15. Fieseler, C., Matthes, F., ve Meckel,M.(2010). “Corporate social responsibility in the blogosphere.” Journal of Business Ethics 91, no. 4, s.599-614.
16. Gayatri, J. (2019). CSR in the Digital ERA – a Access on the CSR Communication of Companies and Identification of Services for CSR, International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8, Issue-11S.
17. Gomez, L. M. (2018). CSR communication through the lens of new media. In Sustainability and Social Responsibility of Accountability Reporting Systems (pp. 197-217). Springer, Singapore.
18. Grundig,(2017). Ruhun Doysun yolculuğu, https://www.ruhundoysun.com/yazilar/ruhun-doysun-yolculugu.
19. Hyde,K.(2008). Digital Social Responsibility:Search for a sound,responsible information society,https://www.japansociety.org/digital_social_responsibility_search_for_a_sound_responsible_information_society, japansociety.org.
20. Icsb.org (2018). Digital Social Responsibility: the role of Information Technologies and CIO in. Corporate Social Responsibility.https://icsb.org/wp-content/uploads/2018/11/Digital-Social-Responsibility_the-role-of-Information-Technologies-and-CIO-in-Corporate-Social-Responsibility1.pdf.
21. Joynson, C. (2018). Corporate Digital Responsibility: Principles to guide progress. https://atos.net/en/blog/corporate-digital-responsibility-principles-guide-progress, Erişim Tarihi: 15.05.2020.
22. Kane. G.C., Palmer.D, Philips, A.N., Kiron, D ve Buckley; N.(2018). Achieving Digital Maturity. Adapting Your Company to a Changing World”. Internet: https://sloanre- view.mit.edu/projects/achieving-digital-maturity
23. Kane.G.(2018). Digital Maturity, not Digital Transformation“. Internet: https://sloanreview.mit.edu/article/digital-ma- turity-not-digital-transformation.
24. Mack, J. (2013). Pharma’s digital media adoption curve. Pharma Marketing News, 12(6), 2-6. Retrieved from http://www.pharma-mkting.com/news/pmnews1206-article01.pdf .
25. Moxley,A.(2014). Corporate Social Responsibility orpora digital age,https://www.huffingtonpost.co.uk/adrian-moxley/corporate-social-responsibilitya ,Erişim Tarihi: 16.06.2020.
26. Morsing, M., and Schultz, M. (2006). “Corporate social responsibility communication: stakeholder information, response and involvement strategies.” Business Ethics: A European Review 15, no. 4, s.323-338.
27. Murhphy,C.(2019). Investopedia, https://www.investopedia.com/ask/answers/041015/why-social-responsibility-important-business.asp
28. Motwani, S. (2012). Communicating CSR is More Challenging than Paying CSR. International Journal of Research and Development, 1 (1), s.41-45.
29. Orbik, Z. (2016).“Humanistic Dimension of Business Ethics“. Busi- ness Ethics and Sustainable Development. Interdisciplinary Theoretical and Empirical Studies, no. 2, pp. 93-103.
30. Puwirat,W., Tripopsakul, S (2019). The impact of DSR on Customer Trust Brand Equity: An Evidence from Social Commerce in Thailand. European Research Studies Journal Volume XXII, issue 2.
31. Katz,R. (2017). Social and Economic Impact of Digital Transformation on the economy https://www.itu.int/en/ITUD/Conferences/GSR/Documents/GSR2017/Soc_Eco_impact_Digital_transformation_finalGSR.pdf, pp:8-10.
32. Ros-Diego, V. J.,Castelló-Martínez, A. (2012). CSR communication through online social media. Revista Latina de Comunicación Social, (67), 47.
33. Sen, S, Bhattacharya, C. A., Du, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24 (3), s.224-241.
34. Schultz, F., Sonja, U., & Göritz, A. (2011).”Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media.” Public relations review 37, no. 1, 20-27.
35. Toffler, A.(1980). The third wave. New York: William Morrow and Co.
36. Tomaselli, G., & Melia, M. (2014). The role of interactive technologies for CSR communication. Journal of International Scientific Publications: Economy & Business, 8, 324-340.
37. United Nations General Assembly. Report of the World Commission on Environment and Development: Our Com- mon Future. Internet: http://www.un-documents.net /our-common-future.pdf, 2017 [Dec. 3, 2018].
38. Vernuccio, M. (2014). Communicating corporate brands through social media: An exploratory study. International Journal of Business Communication, 51(3), 211-233. https://doi.org.
39. Zbigniew Orbik and Viera Zozuľaková (2019). Corporate Social and Digital Responsibility, https://content.sciendo.com/configurable/contentpage/journals$002fmspe$002f27$002f2$002farticle-p79.xml, Silesian University of Technology, 2 Constantine the Philosopher University in Nitra, Published online: 03 Jun 2019.
40. Zozulak, J. (2018). Interaction of Philosophy and Natural Sciences in Byzantine Empire“. Scientific Letters of the University of Zilina, vol. 20, no. 1A, pp. 8-15.
41. Wade, M. (2020). Digital Resilience: Corporate Responsibility in the Digital Era, https://sloanreview.mit.edu/article/corporate-responsibility-in-the-digital-era, MIT Sloan Management Review.