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Communication in Responsible Business by Roger N. Conaway

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Chapter 9

Stakeholder Communication Online

The world’s most sustainable companies fall short in communicating corporate social responsibility (CSR) on the internet … many are locked in a once-a-year reporting mentality, failing to keep stakeholders updated in an engaging, dynamic, and ongoing manner. Above all, corporations aren’t keeping pace with the needs of a skeptical audience for dialogue and engagement on the internet—from setting up effective feedback channels to adopting social media.1

The internet is the future” is a commonplace saying, but what exactly does it mean? By 2012 we were connected with most of our friends (and strangers) worldwide on Facebook. We “twittered” and used mobile devices to access the internet from virtually ...

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