TI has greatly evolved its approach to stakeholder engagement in the last several years, incorporating more personal and frequent communication – as well as social media – to reach various audiences who have an interest in our company.
In 2010, we continually engaged with employees, customers and investors about our rapid growth, acquisitions and plans for growing market share. We ramped up our latest facility in Texas, the Richardson fabrication facility (RFAB), which required engagement with our neighbors, statewide business and elected officials, and industry leaders. We also acquired two fabrication sites in Japan and China, which required new dialogue with local governments and communities.
We became more aligned with our customers through our expert advisory panel, customer surveys and social media. In fact, we surveyed 1,500 customers and discovered more are turning to social media to learn about our company and products.
TI also spent the year establishing a social media foundation throughout the entire company to better engage using a variety of channels and strategies. We created Twitter accounts for general and product-specific stakeholders. We use these accounts and Facebook to monitor opportunities for engagement.
Looking ahead
Our plans in 2011 are to continue to improve the dialogue with our stakeholder groups and learn how we can better respond to their information needs. We also plan to further evolve our social media engagement programs and seek more interactive communications and feedback on our citizenship activities.
