Introduction and a Brief Literature Review
In the CSR literature (e.g. Niskala & Tarna, 2003; Friedman & Miles, 2006; Morsing & Schultz, 2006) much em-phasis has been put on the effective communication between a company and its stakeholders and successful stakeholder dialogue is said (Maignan, Ferrell & Hult, 1999) to play an important role even in companies’ overall success. However, creating a forum for flourishing stakeholder dialogue is easier said than done. To make CSR communication slightly less complicated Ásványi (2009) offers a list of different ways of managing CSR communication, includ-ing tools such as CSR reporting, codes of conducts and logos of certification, all of which facilitate the flow of information to relevant stakeholders. How-ever, many of these techniques are just one-way information from the com-pany down to the stakeholders, lacking a real opportunity for feedback, inter-action and mutual learning (Morsing, 2006). By contrast, social media, which is by definition interactive and engaging (Benkler, 2006; Kaplan & Haenlein, 2010), can serve as an innovative platform for sharing experiences and thoughts. If used wisely, social media holds great potential in helping compa-nies to pinpoint different stakeholder demands and to respond accordingly.