I was looking through A&W’s website today, as it was a part of the pre-reading for next week’s E-Marketing class. After having visited most of the website’s different pages, it struck me how much content they had on the subject of Corporate Social Responsibility (CSR).
Not because it’s an unusual thing to see – because it’s definitely not. Everyone “has” to do it nowadays, so no, it wasn’ that.
I found it interesting because I linked it to the context of measuring success online. When I did that, the question about A&W’s CSR-content shifted from being about “why” A&W does it, to “how” A&W does it, and that is easier to answer and still quite interesting.
So, how did A&W decide on their CSR projects, and even more relevant for their current situation: How do they measure if their projects – and content about their projects – have been successful? How can they optimize the communicational frame around their projects, which they have already chosen?
The first thing I thought about, was to measure the success in page visits (amount of visits and time spent on site) and video views.
However, I kind of dismissed that idea when I clicked through one of their pages, that should illustrate that their burgers are made in a pro-environment way.
When I clicked the video, this happened (the video is playing in the background):
The video couldn’t even be played properly on their website…
Then I went and tried another browser (Safari) and it worked in one out of three times, so, it could just be browser problems.
But how many people would switch their browser for a CSR-video?
Then I checked how many people who had watched the video:
2.131 is not exactly a lot of views, if you are trying to convince Canada about your company’s good intentions.
But, then again, how many people go different burger restaurants’ webpages, to check out what it does for environment, before they decide where to go. I am guessing 1% or 2% under normal circumstances, which means that the number, 2131, could actually be massive, because those 2131 views represent the people that actually care and want to debate.
Or maybe that’s not the case. Maybe the number of views are actually too low, but people just don’t want to read about or see what a company does for the environment. They just want to know, that they are doing something. Then, the video becomes a symbol of CSR and the page visits and video views suddenly don’t matter much.
My point with this reflection is not conclude whether or not A&W’s CSR-content have been successful or not. On the contratry, I want to display that, that that is something I can’t do as a person outside the company. The process of evaluating success online is simply just to complicated.
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That’s an interesting observation! It’s true that Corporate Social Responsibility (CSR) has become a standard part of most companies’ branding and communication, especially in industries where customer trust and long-term relationships are key. What stood out to me is how A&W not only mentions CSR but really integrates it into their identity, showing their commitment beyond just ticking a box.
Relating this to real estate, AVS Orchad also demonstrates how businesses can embed responsibility into their core offerings. While they’re not a fast-food chain like A&W, their focus on sustainable development, vastu-compliant plots, green landscaping, and community living speaks volumes about their values.
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Nice post, Marcus — this is a clear, honest take on how tricky it is to define “success” online. I especially like how you point out that metrics like page views or video plays don’t tell the full story — they are just signals, not the destination.
From the perspective of a news site like News Independence, we’ve learned that measuring success involves blending quantitative metrics (traffic, bounce rate, session duration, referral sources) and qualitative signals (reader feedback, social shares, community trust). Over time, we also look at repeat visitors, depth of engagement (comments, article scroll depth), and how well stories spread outside our site.
One thing I’d add: align your KPIs to your mission. For a news site, “success” might not be a massive video view, but rather that people return to read follow-ups, share nuanced stories, or spend time on in-depth coverage. Also, testing small experiments (A/B titles, content formats) helps reveal what resonates.
Thanks for this thoughtful guide. It’s a reminder that success online is less about chasing vanity numbers, and more about meaningful connections.
Best,
Team at News Independence
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Your point that metrics must reflect purpose, not just popularity, really hits home.”
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This is really Helpful for STERIS Great insights on measuring online success! Tracking the right metrics, like conversion rates, engagement, and ROI, really makes all the difference. I especially appreciate the emphasis on setting clear goals and using analytics tools to make data-driven decisions. Thanks for sharing these practical tips!
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Nice post, Marcus – what really stands out is your point that “success” for A&W’s CSR content cannot be judged from outside the company just by looking at views or a glitchy video player. In CSR especially, the real value often lies in whether the content changes trust, perception, and behavior among the small group of people who actually care, not in how many casual visitors click play.
From a digital strategy perspective, this is where brands need to connect internal metrics (like brand lift, customer loyalty, supplier choices, or operational sustainability goals) with external signals such as engagement depth, repeat visits to CSR pages, and the quality of conversations the content sparks. When those business outcomes and online behaviors line up, even “low” view numbers can represent a very successful CSR communication effort.
On my side, I work on helping businesses translate this kind of nuanced, values-driven presence into practical digital performance—focusing less on vanity metrics and more on measurable trust, long-term relationships, and clearly defined KPIs. If you’re interested in that kind of approach to measuring success online.
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Measuring online success is all about setting clear goals and tracking the right metrics. Analytics, engagement, and conversion rates give real insights into what’s working and what needs improvement. Consistently reviewing these helps drive smarter decisions and growth.
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