CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
Institutionalization of CSR in an emerging social Institutionalization of CSR in an emerging social media context. media context. A case study from the Italian banking A case study from the Italian banking
industryindustry
Alfonso Siano, Agostino Vollero, Silvia Cosimato, Carmela Tuccillo, University of Salerno
CSR Communication Conference
Amsterdam, October 26-28 2011University of Amsterdam, Amsterdam
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam PURPOSEPURPOSE
to illustrate the recent evolution of CSR and identify unused potentials of socialmedia for CSR communication.
SPECIFIC RESEARCH OBJECTIVESSPECIFIC RESEARCH OBJECTIVES the definition of social media role in CSR online communication and in firm-
stakeholder relationships; the recognition of opportunities and risks arising from social media usage in
CSR online communication.
RESEARCH METHODSRESEARCH METHODS Literature review on CSR evolution and CSR online communication. Analysis of MPS social media. Interview with MPS CSR manager.
Paper StructurePaper Structure
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
Authors Relevant excerpts Key elements
Kitchin, 2003 “[…] Corporate Community Responsibility (CCR), refers to cooperation and to transparent relationship between companies and communities in which they act.
Clear cooperation between companies and society.
Sørensen and Peitersen (2007)
“ CSR as a set of activities aimed at sustainable and responsible business is also knows as Corporate Sustainability and Responsibility, an Evolution of the traditional social responsibility oriented to share value creation.”
Share value creation.
Maon et al., 2010
“[…]CSR has been redefined by a dynamic perspective, which allows us to understand organizational commitment to such initiatives.
Cultural roots in organization.
Visser, 2010/2011
Social media and Web 2.0 tools are changing the game in different fields in unknown intensity, from political campaigning to CSR communications. Researchers as well as practitioners should learn to understand the rules of CSR 2.0.
Extensive use of social media in CSR communication.
CSR EvolutionCSR EvolutionPresentPresent
CSR debate focused on definition of social responsibility ethical principles (Carroll, 1979; Wood 1991; Windsor 2006).
PastPastSeveral studies highlight CSR linkage with typical problems of globalization and the use of Web 2.0.
Definitions and key elements of CSR 2.0
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
Social media communication protocolSocial media communication protocol
Social media facilitate a symmetric communication between organizations and highly engaged audiences in online spaces (Fieseler et al., 2010).
Online Discussion Groups
Company
Social media communication is based on the word of mouth paradigm (Kietzmann et.al, 2011).
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
The MPS case study is based on data analysis collected of primary and secondary sources.
Methodology and data collectionMethodology and data collection
MPS CSR 2.0MPS CSR 2.0 definitiondefinition “a new corporate approach to social responsibility based on a real-time and transparent communication with stakeholders”.
MPS CSR 2.0MPS CSR 2.0 strategy strategy development of CSR internal regulation; increasing of corporate social media presence; web reputation monitoring, implementation of a new CSR “social” Intranet; customized CSR budget reporting.
is one of the main Italian banks, active since 1472, engaged in CSR activities since 2000.
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
MPS Social Media analysisMPS Social Media analysis
Statistics about MPS Facebook page
Number of friends 4107
Number of posts 57
Number of MPS posts 46
Number of other authors posts 11
Number of authors 10
Number of CSR posts 11
Number of comments 140
Numberof “like” 392
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
MPS is quite aware of social responsibility evolution, but considers CSR 2.0 influence minimal on general CSR strategies.
DiscussionDiscussion
Source: Adapted from Kaplan, A. P., Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of Social Media”, Business Horizon, Vol. 53, pp. 59- 68.
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
ImplicationsImplications
Opportunities Risks“Democratization” of firm- stakeholder relationships
Potential loss of control over social media communication
Transparent communication Public criticism
Web corporate reputation development Negative word-of-mouth
Real time audience monitoring Increase in costs
Employees’ commitment in CSR activities
Negative influence of informal CSR online communication on general CSR strategy
Building up of shared knowledge Fragmentation of communication
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
ConclusionsConclusions
Future researchFuture research
Further research is needed because of the lack of a unique CSR paradigm and to evaluate the word-of-mouth influence on CSR communication in social media context.
Social media allows a proactive approach to CSR, thanks to: the online testing of users reactions, the stakeholders engagement, a genuine dialogue on corporate issues.
CSR
Com
mun
icat
ion
Con
fere
nce
Uni
vers
ity o
f Am
ster
dam
, 26-
28
Oct
ober
, Am
ster
dam
10
Thank you for your attentionThank you for your attention
For further information, see/ visit the web site:
http://dsc.unisa.it/Siano/index.htm
Top Related