CSR-Communication Strategies for Twitter: Micro-Blogging as a Tool for Public Relations

Michael Etter; Thomas Plotkowiak

CSR-Communication Strategies for Twitter: Micro-Blogging as a Tool for Public Relations

Michael Etter, Thomas Plotkowiak

University of St Gallen

Research output: Contribution to conference › Paper › Research › peer-review

113 Downloads (Pure)

Abstract

This study explores how companies use the social media tool Twitter for CSR communication in order to establish good public relations. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR‐Twitter‐network consisting of 19,855 Twitter members, we contribute to the understanding of Twitter’s role for CSR communication and public relations. Manually conducted content analysis of totally 41,864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are developed.

Original language	English
Publication date	2011
Number of pages	42
Publication status	Published - 2011
Event	The 61st Annual International Communication Association Conference. ICA 2011 - Boston, United States Duration: 26 May 2011 → 30 May 2011 Conference number: 61 http://www.icahdq.org/

Conference

Conference	The 61st Annual International Communication Association Conference. ICA 2011
Number	61
Country/Territory	United States
City	Boston
Period	26/05/2011 → 30/05/2011
Internet address	http://www.icahdq.org/

Access to Document

Michael_Etter_3_paperFinal published version, 315 KBLicence: CC BY-NC-ND

Handle.net

Persistent link

Cite this

@conference{74c4ae6af7c44666939aaaa8ff47d641,

title = "CSR-Communication Strategies for Twitter: Micro-Blogging as a Tool for Public Relations",

abstract = "This study explores how companies use the social media tool Twitter for CSR communication in order to establish good public relations. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR‐Twitter‐network consisting of 19,855 Twitter members, we contribute to the understanding of Twitter{\textquoteright}s role for CSR communication and public relations. Manually conducted content analysis of totally 41,864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are developed.",

author = "Michael Etter and Thomas Plotkowiak",

year = "2011",

language = "English",

note = "The 61st Annual International Communication Association Conference. ICA 2011 ; Conference date: 26-05-2011 Through 30-05-2011",

url = "http://www.icahdq.org/",

}

TY - CONF

T1 - CSR-Communication Strategies for Twitter

T2 - The 61st Annual International Communication Association Conference. ICA 2011

AU - Etter, Michael

AU - Plotkowiak, Thomas

N1 - Conference code: 61

PY - 2011

Y1 - 2011

N2 - This study explores how companies use the social media tool Twitter for CSR communication in order to establish good public relations. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR‐Twitter‐network consisting of 19,855 Twitter members, we contribute to the understanding of Twitter’s role for CSR communication and public relations. Manually conducted content analysis of totally 41,864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are developed.

AB - This study explores how companies use the social media tool Twitter for CSR communication in order to establish good public relations. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR‐Twitter‐network consisting of 19,855 Twitter members, we contribute to the understanding of Twitter’s role for CSR communication and public relations. Manually conducted content analysis of totally 41,864 corporate Twitter messages gives insights into different strategies concerning intensity and interactivity of CSR communication. Based on theoretical foundations and empirical findings four CSR communication strategies for Twitter are developed.

M3 - Paper

Y2 - 26 May 2011 through 30 May 2011

ER -