Social responsibility in the digital era : Digital communication agencies social responsibility in digital channels

Abstract: Purpose and problem discussion: Nowadays, it is crucial to implement social responsibility to business operations to succeed as a business. Companies face increased demands from customers and stakeholders to show their actions regarding social responsibility. At the same time, digital development is shaping the communication industry, creating new communication platforms in the world. The purpose of this study is to explore digital communication agencies role in the production and implementation of digital products within digital channels to best understand digital social responsibility. The study aims to answer the research questions: What social responsibilities does a digital communication agency have in regard to the products and messages they produce for digital channels? and How do digital communication agencies become socially responsible when using digital channels? Method: An abductive analysis method was applied to semi-structured interviews with digital communication agencies in Jönköping, Sweden. The analysis of the empirical findings has resulted in deeper understanding of social responsibility in digital environments; a study area that has not been explored before. Four digital communication agencies represent the average digital social responsibility mindset and business culture in Jönköping, Sweden. This gave us the possibility to research social responsibility on digital channels. Results, discussion and conclusions: The results show that the digital communication agencies clients are entirely responsible for the digital material published on their own digital channels. Although, the agencies do need to make sure they produce the best possible material for their clients to avoid bad relationships with stakeholders and a bad reputation. The results also show that social responsibility is not first priority for any company; profitability always comes first. The key to digital social responsibility is to work with the right clients and thoroughly analyse the client’s business operations to bring out the best in each case and to be prepared for backlashes. The digital communication agencies could also benefit from a crisis plan, to minimise stress and optimize the problem solving if a crisis would occur. If doing this correctly,the agencies enable genuine and honest digital communication, which minimises the risk of being perceived unfairly on digital platforms. This is especially of importance on digital platforms, where the speed, great reach and two-way communication makes it even easier to receive negativity and face backlashes. A digital communication agency can become socially responsible by working with the right clients, as well as producing and publishing genuine and honest digital communication.