Barriers to Dialogue: On the Use of Social Media for CSR Communication in the Pharmaceutical Industry

Michael Etter, Mette Morsing, Itziar Castello

    Publikation: KonferencebidragPaperForskningpeer review

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    Resumé

    Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified.
    Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation.
    Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice.
    Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media.
    Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects.
    Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation.
    OriginalsprogEngelsk
    Publikationsdato2011
    Antal sider14
    StatusUdgivet - 2011
    BegivenhedThe 1st CSR Communication Conference 2011 - Amsterdam, Holland
    Varighed: 26 okt. 201128 okt. 2011
    Konferencens nummer: 1
    http://www.csr-communication-conference.org/

    Konference

    KonferenceThe 1st CSR Communication Conference 2011
    Nummer1
    LandHolland
    ByAmsterdam
    Periode26/10/201128/10/2011
    Internetadresse

    Citer dette

    Etter, M., Morsing, M., & Castello, I. (2011). Barriers to Dialogue: On the Use of Social Media for CSR Communication in the Pharmaceutical Industry. Afhandling præsenteret på The 1st CSR Communication Conference 2011, Amsterdam, Holland.
    Etter, Michael ; Morsing, Mette ; Castello, Itziar. / Barriers to Dialogue : On the Use of Social Media for CSR Communication in the Pharmaceutical Industry. Afhandling præsenteret på The 1st CSR Communication Conference 2011, Amsterdam, Holland.14 s.
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    title = "Barriers to Dialogue: On the Use of Social Media for CSR Communication in the Pharmaceutical Industry",
    abstract = "Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified. Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation. Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice. Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media. Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects. Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation.",
    author = "Michael Etter and Mette Morsing and Itziar Castello",
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    Etter, M, Morsing, M & Castello, I 2011, 'Barriers to Dialogue: On the Use of Social Media for CSR Communication in the Pharmaceutical Industry' Paper fremlagt ved The 1st CSR Communication Conference 2011, Amsterdam, Holland, 26/10/2011 - 28/10/2011, .

    Barriers to Dialogue : On the Use of Social Media for CSR Communication in the Pharmaceutical Industry. / Etter, Michael; Morsing, Mette; Castello, Itziar.

    2011. Afhandling præsenteret på The 1st CSR Communication Conference 2011, Amsterdam, Holland.

    Publikation: KonferencebidragPaperForskningpeer review

    TY - CONF

    T1 - Barriers to Dialogue

    T2 - On the Use of Social Media for CSR Communication in the Pharmaceutical Industry

    AU - Etter, Michael

    AU - Morsing, Mette

    AU - Castello, Itziar

    PY - 2011

    Y1 - 2011

    N2 - Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified. Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation. Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice. Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media. Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects. Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation.

    AB - Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified. Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation. Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice. Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media. Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects. Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation.

    M3 - Paper

    ER -

    Etter M, Morsing M, Castello I. Barriers to Dialogue: On the Use of Social Media for CSR Communication in the Pharmaceutical Industry. 2011. Afhandling præsenteret på The 1st CSR Communication Conference 2011, Amsterdam, Holland.