ABSTRACT
The use of social media has emerged as a strong push-pull relationship for reinforcing corporate social responsibility (CSR). Companies use social media as a tool to disseminate information about their CSR activities. Social media can also be a tool for listening, monitoring, and responding to conversations about the CSR efforts of corporations and relevant trends in the field. As such, social media enables employees, consumers, and communities to be aware of CSR and engage equally in corporate CSR activities. Prior studies have also pointed out that social media sites (in spite of their interactive characteristics) have been used as another one-way channel for communicating CSR, thus, failing to promote feedback and stakeholder participation and engagement. This chapter focuses on a framework adapted from past research that outlines three main communication strategies (self-centred, mediated, and dialogical) for using social media to communicate CSR issues to stakeholders.
