ABSTRACT
Organizations have adopted social media as a cost effective tool of corporate communication with the aim to add value to corporate communication strategies about CSR by using interactive platforms. However, the shift from asymmetric to symmetric communication facilitated by social media for CSR reporting represents both opportunities and challenges for corporations and stakeholders including the wider public. With the expansion and development of the social web, business reputation no longer lies solely in the hands of the corporate team. In this new era of ‘socialcasting’, corporate reputation can be easily improved or damaged permanently by empowered stakeholders owing to the polyphony of CSR on social media. Studies have shown that despite the interactive capacity of social media, companies still mainly apply the broadcasting strategy for their CSR communication, thus missing out the beneficial outcomes of social media such as symmetrical communication and relationship building.
