Digital corporate communication and CSR communication

Digital communication platforms, like social media, have facilitated ways to communicate more efficiently and rapidly, changing how organisations interact and cultivate relationships with their publics. These digital technologies have changed and impacted practices and functions within the corporate communication field. One of these core functions is corporate social responsibility (CSR). Social media, for instance, has allowed organisations to create interactive and personalized experiences about diverse CSR topics and activities with different stakeholders. However, largely due to the popularization of social media, stakeholders have found new and powerful ways to force organisations to be more accountable and to report their commitments to environmental and socially responsible efforts. This chapter critically discusses the influence of social media on CSR communication. It also contributes to examining social media’s impact in changing CSR communication procedures and the challenges these digital technologies bring to the practice of online CSR communication. Factors critical for communication and future research directions are also discussed.