High Tech Gives Back

Technology is one of the industries beginning to show signs of an upswing from the latest recession, and several tech companies are joining together to help rebuild their communities at large.

Google remains determined to give back

Google recently made a splash with its plans to build an open network of 1 gigabit-per-second, fiber-to-the-home broadband connections, offering the free service to up to 500,000 people. This comes at a time when Google is arguably fighting to retain its dominant role. The recent launch of Nexus One, marketed as the ultimate “Super Phone,” has been unable to find its initial place in the market, selling only 20,000 phones in the first week (the Motorola Droid, in comparison, sold 250,000 its first week). Meanwhile, Bing continues to climb the search engine ladder and looks to be the default search engine for both the iPhone and Windows Mobile 7. Google continuing to give back despite its obstacles is already starting to pay off; the social media networks have been abuzz since Google announced its broadband network plans, as politicians and figureheads rally their communities in hopes to be nominated. With the exception of Google’s first SuperBowl ad, this marks some of the first positive attention the company has received in weeks.

Intel has also bumped up its community efforts. The tech giant has spearheaded the “Invest in America Alliance.” The alliance, which includes 24 venture capitalist firms, will invest $3.5 billion in American companies, mostly by funding technology startups. Additionally, Intel and 17 other technology companies, including Google, Microsoft, eBay, Yahoo and Cisco Systems, have agreed to double the number of college graduates they’ll hire during the next two years, creating 10,500 new jobs.

Will the ROI bode well for these efforts? Time will tell. It’s extremely difficult to isolate and quantify the financial results of corporate social responsibility (CSR). However, with print and broadcast ads losing their reach, CSR is becoming an effective form of marketing, reinforcing brand values, while generating positive media attention. Although Intel and Google’s multi-million dollar investments may cost considerably more than other marketing strategies, the investment could turn out to be far more gainful.

Besides, when companies invest millions of dollars to create jobs and bolster the economy, you can’t help but root for them.