Advancing Socially Responsible Strategies Through Earned Social Media

Abstract

Corporate Social Responsibility (CSR) initiatives are often seen by consumers as unauthentic and contrived. As a result, firms often struggle with how to communicate their CSR initiatives in an authentic way and not appearing boastful. The advent of social media creates an opportunity for firms to craft social media strategies that will communicate their CSR initiatives by engaging consumers. Earned social media (ESM), which is defined as any brand-related content generated on social media by people or organizations not related to the brand, is a promising venue for this form of consumer engagement. In this chapter, we review research on CSR communication and discuss the importance of ESM as a fast and far-reaching mechanism in today’s digital era when user-generated content can go viral within hours. We also suggest that ESM holds promise as a valuable means in which firms can advance their socially responsible strategies. Finally, we offer suggestions that managers can pursue to generate positive ESM in regard to their CSR initiatives. We conclude by offering scholars testable propositions for future research that explore the interaction of ESM and CSR strategies.