A senior executive at McDonald's, used a personal blog through the Awareness platform to speak directly to employees and receive feedback. Once a week between 11AM and 1PM the blog is open to comments and he was able to respond quickly, creating an almost real time exchange. MacDonald’s sponsors a corporate social responsibility community blog called Open for Discussion that connects their executives to their customers. There you can “get personal perspectives on the issues, meet the people behind the programs, and hear open assessments of the challenges we (MacDonald’s) face.” The July 17 post reviewed a podcast by Tom Freidman, the flat world guy, interviewing Dov Seidman on corporate social responsibility. Comments are allowed on the posts and but it is unclear how much they are monitored. Some moderation is necessary, of course, to keep out inappropriate comments, spam, and/or flamers.
A key conclusion of the study: "... in the battle for the hearts and minds of the American public, companies will have to communicate more with them online, especially on such social networks as blogs, MySpace, and YouTube. These are places where companies cannot control their message." What that really means: More and more, people refuse to take a corporation's word on its record. They search blogs and social media to get the story as others see the company.
路透紐約電---華爾街日報週一榮獲普立茲公共服務獎，因為它對企業主管以往獲贈的股票選擇權進行調查報導，而引發相關的調查或解雇。
