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Social media: the Wild West of CSR communications

Author

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  • Ralph Tench
  • Brian Jones

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.

Suggested Citation

  • Ralph Tench & Brian Jones, 2015. "Social media: the Wild West of CSR communications," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(2), pages 290-305, June.
    • Handle: RePEc:eme:srjpps:v:11:y:2015:i:2:p:290-305
    DOI: 10.1108/SRJ-12-2012-0157
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    Citations

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    Cited by:

    1. Ananda Khanal & Muhammad Akhtaruzzaman & Indrapriya Kularatne, 2021. "The influence of social media on stakeholder engagement and the corporate social responsibility of small businesses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1921-1929, November.
    2. Maximilian Schacker, 2022. "Tackling Fuzziness in CSR Communication Research on Social Media: Pathways to More Rigor and Replicability," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    3. Rocco Mazza & Emma Zavarrone & Mirko Olivieri & Daniela Corsaro, 2022. "A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era," Italian Journal of Marketing, Springer, vol. 2022(3), pages 317-340, September.
    4. Yuli Marcela Suárez-Rico & Mauricio Gómez-Villegas & María Antonia García-Benau, 2018. "Exploring Twitter for CSR Disclosure: Influence of CEO and Firm Characteristics in Latin American Companies," Sustainability, MDPI, vol. 10(8), pages 1-19, July.
    5. María Iborra & Marta Riera, 2023. "Corporate social irresponsibility: What we know and what we need to know," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1421-1439, May.
    6. Nataša Verk & Urša Golob & Klement Podnar, 2021. "A Dynamic Review of the Emergence of Corporate Social Responsibility Communication," Journal of Business Ethics, Springer, vol. 168(3), pages 491-515, January.
    7. Ivo Rodrigues & João M. Lopes & Ana Borges & José Oliveira & Márcio Oliveira, 2021. "How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application," Administrative Sciences, MDPI, vol. 11(3), pages 1-20, September.

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