2 research outputs found
Use of social networks as a CSR communication tool
The 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.The authors received no direct funding for this research