Snap Inc. is a camera company that owns the social media application Snap Chat. According to Reuters (2021), the company through its camera application flagship products enables individuals to communicate through short videos and Images known as snaps. In addition, the company provides friends pages, memories, and spectacles, and snap maps. Along with other social media companies and sites, Snap Inc. has a corporate social responsibility to ensure a conducive and safe online environment especially in contemporary times when online abuse has become rampant. The company as such outlines two major CSR business strategies including contributions to online campaigns looking to stop online abuse as well as campaigns on social issues such as race and discrimination.
All three campaigns will be carried out concurrently in the next twelve months with an aim to significantly create awareness and knowledge among users to help minimize the vices on social media and in the use of the app. The campaigns are rooted in the acceptance and realization that candid and open discussion about key issues that affect individuals can help minimize them and develop a favorable environment for everyone regardless of their social status. Similar to the Race Together Initiative by Starbucks in 2014 as highlighted by Logan (2016) Snap will for the first four months engage in developing initiatives for discussion and realization of the major problems regarding race and other social issues experienced online. In this way, the company will be able to identify the issues and develop ways with which it can impact a reduction and elimination of such issues from the product development standpoint. Ultimately the core competency would be to enhance the development of inclusivity within the company's products through design updates and alterations.
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Along with any changes made in the design to enhance inclusivity and minimize social media vices such as online hate and abuse, the company will also engage in direct online campaigns along with the rest of the other social media companies. Campaigns such as #BlackLivesMatter and #StopOnlineHate have been rampantly adopted by individuals, social media companies, social media users as well as other corporate companies in a bid to show solidarity and enhance changes on issues that affect all individuals and users all across the world. The core competency of these communication campaigns is to help develop conducive environments for all individuals using the company's products and any other products on social media regardless of their race or social class.
Conclusion
Corporate social responsibility is a necessary aspect for all businesses and allows them to contribute towards the community for which they depend to make revenue and profits. The three social media campaigns developed by Snap Inc. for the next twelve months including discussion initiatives among users and contribution to online campaigns including campaigns against racial discrimination in #BlackLivesMatter and campaigns against online abuse in #StopOnlineAbuse are critical to expressing and communicating the company’s core competencies of inclusivity and appreciation of diversity. Through communicating and engaging users in these initiatives and campaigns the company will be able to effectively impact the social media and online environment positively and get inspire other individuals and companies to also contribute leading to the development of extensive campaigns. Another impact of the campaigns would include enhancing the inclusivity and diversity among different people in different communities all across the world.
References
Reuters. (2021). SNAP.N - Snap Inc Profile | Reuters. Retrieved 22 May 2021, from www.reuters.com/companies/SNAP.N
Logan, N. (2016). The Starbucks Race Together Initiative: Analyzing a public relations campaign with critical race theory. Public Relations Inquiry , 5 (1), 93-113. doi: 10.1177/2046147x15626969
