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

Michael Etter, Thomas Plotkowiak

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    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 languageEnglish
    Publication date2011
    Number of pages42
    Publication statusPublished - 2011
    EventThe 61st Annual International Communication Association Conference. ICA 2011 - Boston, United States
    Duration: 26 May 201130 May 2011
    Conference number: 61


    ConferenceThe 61st Annual International Communication Association Conference. ICA 2011
    CountryUnited States
    Internet address

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