CSR and Social Media: Could Online Repositories Become Regulatory Tools for CSR Related Activities’ Reporting?

Abstract

Abstract Purpose The purpose of our chapter is to explore the extent to which online repositories of stories related to corporate social responsibility (CSR), reported by companies, represent a tool which can contribute, combined with the potential pressure of the social networks, to perpetuating and increasing such reporting behaviour. Methodology/approach In order to explore this, we have analysed the CSR stories of companies published on the largest online repository from Romania, that is, the website www.responsabilitatesociala.ro. We explore two research questions: Could a repository site facilitate that more and more companies report their CSR activities? and Will a company that presented one case at some point in time present more cases in the next reporting period? For this purpose we have used as method the content analysis having as counting unit each article published and each company which, at some point, published something. Our analysis covered the articles published within 2006–2012 and thus we have used 1121 articles/case studies. Findings In terms of findings, we conclude that such online repository leads to an important increase in the number of companies having their CSR activities published, although such increase has not been steady. In our view such reporting started a trend. Some companies, after being published in a certain year may have not reported the following year, but nonetheless, new companies decided to publish about their CSR activities each year. In the case of the second question, we could not determine a particular pattern. The number of companies which published, at least in 6 out of the 7 years we have analysed, has been quite low – 12, and there have been big discrepancies between years and between articles per company. Research limitations/implications The main limitation of our chapter is that we could not correlate the articles published with other variables, such as: reporting on Facebook and on the official webpage or the extent to which CSR managers from companies think that such repositories have exerted any type of good pressure on them to publish and report their activities. Practical implications This approach is important for CSR managers and other stakeholders – such repositories can be both a source of inspiration and a good practice model. One can ‘show, view and shop’ CSR activities in one stop online and take the example further. We believe that this is something specific for all countries, where CSR entered the business as a public relations (PR) concept and then evolved. Originality/value The value of our chapter consists in exploring such simple and on-hand online repositories and finding issues of interest for further research.