CSR 2.0

PSFK has a fascinating post today about the impact of Web 2.0 on corporate social responsibility (CSR). It is something that I have thought about before, but have not spent the time to think through as thoroughly as Mikkel Sorensen and Nicolai Peiterson of Actics.com.

Sorensen and Peiterson think that the "unprecedented levels of public involvement and co-creation in online processes" has led to CSR 2.0. Consumers are more informed and they have the technology at their fingertips to inform other consumers and they are "used to being heard."

In this environment, companies need to be prepared to listen to the conversation about their brand, as well as demonstrating they are listening.