Articlegreen2015

Social media: the Wild West of CSR communications

53 citations0/0 files storedSocial Responsibility Journal

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

Purpose – This paper aims to posit the central argument that traditional media of old presented a clear, ordered world of communication management for organisations to extol their corporate social responsibility (CSR) credentials. In contrast to this, new Web 2.0 social media is increasingly being used by activists and hactivists to challenge corporate communication CSR messages and does so by highlighting instances and examples of corporate social irresponsibility (CSI) (Joneset al., 2009; Tenchet al., 2012). Design/methodology/approach – The paper reports on research data from the European Communication Monitor, 2010, 2011 and 2012 ( www.communicationmonitor.eu /) and draws on work already published in this area (Tenchet al., 2009; Verhoevenet al., 2012; Zerfasset al., 2010, 2011) to illustrate the unruly, unregulated Web 2.0 social media communication landscape in Europe. A range of literature is drawn on to provide the theoretical context for an exploration of issues that surround social media. Findings – In late modernity (Giddens, 1990), communication comes in many guises. Social media is one guise and it has re-shaped as well as transformed the nature of communications and the relationship between organisations and their stakeholders. Originality/value – Communicating CSR in the Wild West of social media requires diplomatic and political nous, as well as awareness and knowledge of the dangers and pitfalls of CSI. The data reported on in this paper well illustrate the above points and set out scenarios for future development of corporate communication of CSR through and with social media.

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References

1973The Strength of Weak Ties 1956The Presentation of Self in Everyday Life.1990The consequences of modernity 2009Users of the world, unite! The challenges and opportunities of Social Media 1967The Social Construction of Reality 2007The Social Responsibility of Business Is to Increase Its Profits 1979A Three-Dimensional Conceptual Model of Corporate Performance 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders

Cited by

2019A Dynamic Review of the Emergence of Corporate Social Responsibility Communication 2021Toward a Theoretical Framework of Corporate Social Irresponsibility: Clarifying the Gray Zones Between Responsibility and Irresponsibility 2018Communicating corporate social responsibility in a social world: the effects of company-generated and user-generated social media content on CSR attributions and scepticism 2022Corporate social irresponsibility: What we know and what we need to know 2018Exploring Twitter for CSR Disclosure: Influence of CEO and Firm Characteristics in Latin American Companies

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