Some pretty cool ways are emerging within social media to engage stakeholders in dialogue and to create innovative solutions. A couple of months ago James Farrar summarised this nicely in the article ‘How web 2.0 can revolutiontise corporate responsibility.’ He said:

"A decade ago, if you brought together a company, an activist non-governmental organisation (NGO) and a government agency, you were guaranteed to create tension. Today, these oddly matched partners generate innovation out of positive, creative tension. Web 2.0 platforms make it easier to build such diverse communities that use different experience and perspective to create innovative solutions." Web 2.0 also allows a company to put reporting information online and have a dialogue about it with the public.

There is huge potential for Web 2.0 to support the responsible performance of a company, to increase transparency and to stimulate innovation in very creative ways. Yes, best practices are out there, but a lot has not even been explored yet. There is huge potential. Wow - what exciting times!

Jeannette Weisschuh, Director of Global Citizenship, HP EMEA