Abstract
AbstractThe aim of this paper is to analyse the use of online social networks as a tool for Corporate Social Responsibility (CSR) communication and management. To this end, an analysis was performed of the messages posted by the 20 Spanish companies with the highest market capitalisation and the responses that they received on two of the most popular online social networks, Facebook and Twitter. The results of the analysis of these data show that the tendency has been to use social networks for the one-way communication of aspects of CSR related with the organisation. Therefore, it is necessary to change the way companies communicate their CSR issues by shifting to a two-way communication approach, as has been the case in other kinds of enterprise relations with their stakeholders.
Highlights
An online social network can be defined as a set of online spaces where users create profiles, maintain a dynamic list of contacts for professional or social issues and actively interactABOUT THE AUTHORSThe authors are members of the research group in Systems Integration and Re-engineering (IRIS)
It becomes necessary to analyse whether today companies are addressing Corporate Social Responsibility (CSR) communication through online social networks using an interactive approach
We have demonstrated that (1) companies are using Facebook and Twitter to communicate their CSR issues, (2) Twitter is more frequently used to communicate CSR issues than Facebook, (3) there is a low level of interactivity in companies’ CSR posts and tweets and (4) Facebook is less often used than Twitter to communicate company CSR, interactivity is higher in Facebook
Summary
An online social network can be defined as a set of online spaces where users create profiles, maintain a dynamic list of contacts for professional or social issues and actively interact (or network). The authors are members of the research group in Systems Integration and Re-engineering (IRIS). It is a multidisciplinary group set up at the end of 1997 and made up by faculty members from different departments of Jaume I University at Castellon (www.iris.uji.es). The group's main aim is to establish a stable framework to do research in organisations’ management and information systems. The goals and results of the research activities are always oriented to the resolution of companies and public organisations’ real problems. The research reported in this paper is related to our research line “Enterprise sustainability and corporate social responsibility”.
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