TY  - CHAP
AB  - Abstract The communication of messages and initiatives still remains the missing piece in the corporate social responsibility (CSR) practice. Traditional media and corporate websites (ruled by a one-way communication process) have failed to promote an open and interactive CSR communication process with different groups of stakeholders.Facebook, Twitter, Youtube, Pinterest, among other social media platforms, allow users to interact and collaborate with each other. For example, people are empowered through social media to demand more transparency regarding corporate operations that can impact society and environment. Therefore, with the popularisation of social media, companies must understand that today more than ever, they should effectively communicate sustainability practices with the purpose of building and improving stakeholder relationships. But are companies ready to engage in CSR communication through social media? In other words, are they ready to invest in relationships?This chapter analyses how corporations use social media for CSR communication. A content analysis methodology was used to examine Twitter official corporate profiles of 50 Fortune companies over the course of a two-month period. The purpose of this investigation was to discover what type of CSR and Sustainability core subjects were communicated and the type of communication presented in the messages.
VL  - 9
SN  - 978-1-78635-384-9, 978-1-78635-383-2/2043-0523
DO  - 10.1108/S2043-052320160000009009
UR  - https://doi.org/10.1108/S2043-052320160000009009
AU  - Gomez Lina M.
AU  - Vargas-Preciado Lucely
PY  - 2016
Y1  - 2016/01/01
TI  - 140 Characters for CSR Communication: An Exploration of Twitter Engagement of Fortune Companies
T2  - Accountability and Social Responsibility: International Perspectives
T3  - Developments in Corporate Governance and Responsibility
PB  - Emerald Group Publishing Limited
SP  - 205
EP  - 221
Y2  - 2024/05/11
ER  -