Based on the empirical evidence, most LEAD participants should modify the way they used Facebook. Furthermore, companies rarely replied to stakeholders' comments. Moreover, the companies with an official page rarely covered all three perspectives of sustainability (social, environmental, and economic issues). The analysis showed that some LEAD members did not have a Facebook profile, which is unacceptable nowadays. To evaluate the use of Facebook for stakeholder engagement 2.0, the investigation verified how many " likes ", comments and " shares " each post received and how often the company replied. According to the subject, seven categories of posts emerged from the analysis: human rights and social citizenship labour environment anti-corruption strategy, business activity and economic performance news on products and services other. To evaluate the contribution of Facebook to the dialogue on sustainability, the investigation considered the types of contents published by the LEAD companies on their Facebook pages in 30 days. This paper offers a theoretical and empirical analysis to answer the following research question: do sustainability-oriented companies use Facebook as an effective means of stakeholder engagement? The paper contains an investigation based on UN Global Compact LEAD members, characterised by strong commitment and cooperation with governments, civil society, labour and the UN in order to promote sustainable practices. In this sense, the engagement of the Facebook community could considerable enlarge and improve the dialogue. The discussion should concern social and ecological cares as well as economic issues. In today's world, both policy makers and the public expect that companies work in a sustainable way and consult their stakeholders about corporate strategies, operations and performance. The evolution to Web 2.0 goes with a general change in the social and business environment. The dramatic diffusion of Facebook should encourage companies to virtually interact with a network of stakeholders 2.0, using Facebook as a stakeholder engagement tool. In this way, people also propagate corporate information among their own friends. Moreover, people can reply to such posts or simply manifest their approval by liking or sharing the posts. People can personalise their Facebook profile to receive updates from selected companies. It enables companies to share contents rapidly and efficiently with a large number of stakeholders worldwide. From a business perspective, Facebook has enormous potential as a means of communication and stakeholder engagement. The paper is fully based on secondary data which is gathered from google scholar & other reliable sources highly concentrated on keywords.įacebook has deeply modified the way people communicate and interact. The research article focuses on the understanding of technological revolution of web 2.0 which have given birth to social media applications and enables the formation and exchange of user-generated content by providing it as a platform where millions can consume & contribute. The concept of web 2.0 system provides significant amount of user-generated content and have become an important as well as new way of publishing information, engaging in discussions and form communities on internet. The present scenario have seen the advent of web-based social media system such as social networking sites, blogs, wikis, media sharing sites and chat forums. The internet is rapidly becoming the medium of choice by providing the plethora of web 2.0 along with the sociality increasing application of social media for communicating, consuming and generating information in this century. : Social media is growing at an explosive rate, with millions of people all over the world generating, sharing and exchanging content on a scale barely imaginable a few years ago.
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