The Socially Responsible Brand

Striped Sassafras

Striped Sassafras by Warby Parker

For years, brands have practiced corporate social responsibility (CSR). Many companies choose causes and dedicate time and resources throughout the year to support those causes. In most cases, these are for-profit companies who help in these efforts out of the goodness of their hearts. CSR is not essential to their business and it definitely is not required for these brands. It is simply an added bonus. Lately, a new trend in CSR has emerged: the socially responsible brand.

Tom’s is an extremely well-known example of a socially responsible brand. For them, giving back isn’t an extra, it is their business. Their brand, at its core, is giving back. Selling shoes is simply a gateway to giving shoes to those in need. Read more of this post

Monetizing Social

The trend started by Facebook and adopted by Twitter is now spreading to two other popular social media networks. Instagram and Pinterest have started to implement plans to monetize through ads. The practice, which began with Facebook banner ads, has adapted to better suit consumer habits. Content now primarily appears natively within a user’s newsfeed and Twitter feed. Instagram ads appear in the usual format, among posts on the home screen, similar to sponsored news feed stories and promoted tweets. The idea is for them to blend right in. They are highly tailored to each user, and feature brands that the user is not yet following. The same goes for Pinterest, who announced that they will test promoted pins free of charge before implementing the model. Pinterest CEO Ben Silbermann even went so far as to inform users that ads will be “tasteful” and will not interfere with the Pinterest user experience in any way. Read more of this post

Flipping for Flipboard

Since its creation in 2010, Flipboard has been a mobile interface that integrates content from all over the Web. Users select their interests and their favorite publications, and can easily “flip” through the app to discover new content. News boards pull from worldwide sources ranging from The New York Times to The Guardian, a People Magazine board can keep users up to date with pop culture, and an entire board on Advertising features articles from AdWeek, Business Insider, and FastCompany, among others. Read more of this post

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