Earlier this month, I participated in a webinar hosted by the Boston College Center on the power of social media. (Center members can view the webcast here.) I was asked to share Timberland’s experience using web 2.0 tools, including our recently launched Voices of Challenge online dialogue. We’re taking a multi-platform approach to secure a strong presence on the web.
But we’re not creating this presence just for the sake of showing up; rather, we see the newest online tools as an opportunity to engage with different types of stakeholders – consumers, citizens, activists, and others – to solicit their ideas, many of whom we may not have engaged before. And with or without this stated goal, these stakeholders are showing up and lending their voices to current issues and discussions of corporate responsibility among themselves. Read the rest of this entry »