ABSTRACT
Social capital is the resources embedded in a social structure which are accessed and/or mobilized for purposive action. This chapter is focuses on how the relationship between organizations and stakeholders can contribute to global health, and identifies how social capital is built between these parties. Stakeholders interact with organizations for a variety of reasons, including products, services, and employment. The citizen stakeholder model posits that for-profit organizations can harness the social capital they share with stakeholders to create communities of interest that generate and share both social and economic capital with capital-poor communities. The principles of sharing social capital with a virtual community to create a collective effort are the basic premise of citizen stakeholders. The citizen-stakeholder model provides an outline of how communication, social capital, and organizations can intersect to create better health outcomes. They can create bridging social capital with the strong ties of their stakeholders, by getting stakeholders to engage their friends and acquaintances via social media.
