Social Marketing Social marketing is a form of marketing that utilized various strategies, tools and methods to change attitudes, perceptions and behaviors as they relate to key social issues The goal of CRM campaigns is to promote a greater quality and awareness of existing or new marketing programs to demonstrate the power of brands in partnership with charities and social causes. It is designed to make a positive impact on the community and society as a whole When does a company succeed with its stakeholder engagement practices and when does this process fall short of expectations? Given that effective stakeholder engagement practices are probably one of the best measures of CSR performance, this is not only a valid question but also a critical one. When a company enters into stakeholder engagement with an intention to listen and learn - when it brings authenticity and transparency to the process and it commits to a long-term course of incorporating feedback through course corrections - stakeholder engagement can reap tremendous rewards. When the intention is simply to 'sell' a position or a predetermined course of action the efforts are in danger of coming across as disingenuous and manipulative and rather than bringing key stakeholders into the tent, you risk distancing them even further. How we embark in stakeholder engagement is an important question. Corporate Social Responsibility is good news for those who want to make that work a little more meaningful. There is now a growing realization that what you do at work - and what your business does in its day-to-day pursuit of prosperity - makes a real impact on society. Whereas in the past, the business held that it had no moral responsibility, depending instead on legislators to provide the framework of what was acceptable, now it is held accountable by an increasing number of powerful interested parties. The benefit or harm of its products and services, its environmental impact, its relationship with the workforce and with local communities - all these aspects of business are now open to scrutiny. The change in attitudes has been the most rapid we have ever seen. Even if you work for one of the many small businesses - you are part of that aggregated mass of business that can choose to be part of the problem - or a highly effective part of the solution. You can help your firm make the right choice. And the good part is that you can do this by doing exactly what they pay you for - by making the business more successful and more competitive. You can achieve career success. You can boost your organizational goals. All by getting your business to do the right thing. That is the opportunity that is at the heart of the new business-led movement for social responsibility.