Journal of Business Ethics 118 (4):759-775 (2013)

Abstract
With the emergence of participative social media, the ways in which stakeholders may interact with companies are changing. Social media and Web 2.0 technologies change gatekeeping mechanisms and the distribution of information. In consequence, organizations must realize that they are structurally embedded in online networks of interconnected and equitable actors. In this paper, we analyze how this change in today’s information and communication technologies may affect Corporate Social Responsibility action. We utilize social network analysis to investigate the CSR blogs of three IT firms: Google, Hewlett-Packard, and Intel. The analysis reveals that their Internet-enabled social networks exhibit patterns of power law distribution and an uneven distribution of structural social capital among the actors involved, especially on the corporate side, which fails to fully engage with the network. We conclude by indicating the research implications of shifting social capital dynamics and by deriving implications for management and practice.
Keywords Online communication  Social media  Social network analysis  Structural social capital
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DOI 10.1007/s10551-013-1959-9
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Outline of a Theory of Practice.Pierre Bourdieu - 1981 - Human Studies 4 (3):273-278.

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