ABSTRACT
This chapter focuses on how social media give voice to critics who demand higher corporate social responsibility (CSR) standards and question organizations' and industries' willingness and abilities to meet those standards. It examines how social media challenges reveal that the devil is in the details when competing voices add authenticity and transparency to CSR discourse. CSR is instrumental to societal productivity because stakeholder expectations challenge organizations to meet interdependent normative/evaluative and cognitive/pragmatic standards. Social media creates a participatory culture as messages are introduced by many voices in a self-selective discourse arena facilitated by virtually instantaneous co-constructed communication. Social media networks provide student critics, university supporters, and administrators the space to define and judge individual universities' legitimacy. Netflix Pork industry discourse defends key issues by using raisers' personal comments and veterinarian science; it demonstrates that they understand the CSR virtue of strategic management changes to narrow legitimacy gaps.
