Information Systems for Environmental Sustainability

IT, Resource Productivity, Environmental Preservation, and the Fourth Industrial Revolution

Social Media and CSR


From “The Accountability Web:  Weaving Corporate Accountability and Interactive Technology” (Baue and Murninghan 2010)

Corporate accountability and Web 2.0 share a common thread: both are rooted in interaction and thrive on engagement.  This overlap creates opportunities for corporate accountability and Web 2.0 to join forces to create mutual benefits for firms and their stakeholders.

Below is the article’s framework describing how engagement is rising with the progression of social media. It’s not clear to me what the underlying dimension is for the “tools” progression. And calling social media “tools” (though concise) masks their system nature.


Author: nigelpm

Associate Professor of Information Systems, Stephen M. Ross School of Business, University of Michigan - Helping organizations to navigate digital transformation.

2 thoughts on “Social Media and CSR

  1. You should teach a class on this stuff! —

    IBM Tutors Yale Students On Social Media Analytics

  2. Btw Nigel- you should consider building up your fan base on twitter. your blog posts are entertaining, and would spark interesting conversations in the twittersphere

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