ABSTRACT
This chapter examines Twitter's relevance as a study environment and the academic fascination and attention it currently enjoys, elaborating on the differences between the public, unorganised discourses and other forms of online dialogue and discussion it enables, including private conversation and hashtag chats. It provides a brief overview of the multitude of perspectives and definitions of corporate social responsibility (CSR), a necessary reference point for the data analysis. The chapter addresses the questions: "what are Twitter users saying about CSR?" and "who are the CSR promoters, supporters and influencers?" Adi and Grigore's analysis of Pfizer's Twitter use across their European accounts paints a brand consistent presence where the messages shared reflect the company's values. The CSR communication research looking at Twitter therefore focuses mainly on the uses and implications of using the platform by organizations and the strategies that they employ.
