Broadcasting, reacting, engaging – three strategies for CSR communication in Twitter

Michael Andreas Etter

123 citations0/0 files storedJournal of Communication Management

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Public Relations and Crisis Communication Digital Marketing and Social Media Corporate Social Responsibility Reporting

Abstract

Purpose – Symmetric communication and relationship building are core principles of public relations, which have been highlighted for CSR communication. The purpose of this paper is to develop three different communication strategies for CSR communication in Twitter, of which each contributes differently to the ideals of symmetric communication and relationship building. The framework is then applied to analyze how companies use the micro-blogging service Twitter for CSR communication. Design/methodology/approach – Social network analysis is used to identify the 30 most central corporate accounts in a CSR Twitter network. Findings – From the social network analysis 40,000 tweets are extracted and manually coded. Anova is applied to investigate differences in the weighting of CSR topics between the different strategies. Originality/value – So far not much is known about how social media, such as Twitter, contribute to the core principles of public relations, if companies use social media to foster symmetric communication and relationship management, or which CSR topics they address.

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References

2010Strategic management a stakeholder approach 200261. Capitalism and Freedom 1991Corporate Social Performance Revisited 1970Content Analysis for the Social Sciences and Humanities.1997The Company and the Product: Corporate Associations and Consumer Product Responses 1997CORPORATE SOCIAL PERFORMANCE AND ORGANIZATIONAL ATTRACTIVENESS TO PROSPECTIVE EMPLOYEES.2018MANAGING PUBLIC RELATIONS 2006Corporate social responsibility communication: stakeholder information, response and involvement strategies

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2015Strategies of Legitimacy Through Social Media: The Networked Strategy 2016Measuring Organizational Legitimacy in Social Media: Assessing Citizens’ Judgments With Sentiment Analysis 2018Communicating effectively about CSR on Twitter 2019A Dynamic Review of the Emergence of Corporate Social Responsibility Communication 2015Social Media Policies: Implications for Contemporary Notions of Corporate Social Responsibility 2018

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