Social networks and stakeholder engagement. Evidence from Global Compact LEAD participants

Social networks have deeply transformed the way people collect information, communicate and interact. Specifically, social networks enable all internet users to generate, share and comment content online. This phenomenon also influenced the evolution of corporate communication on the web. Indeed, social networks have high potential for stakeholder engagement, because companies can use such online applications to develop a permanent dialogue with their stakeholders. The selection of content to post on social networks is obviously crucial for the effectiveness of stakeholder engagement. In today’s world, the discussion should concern the integration of economic, social and ecological expectations. Therefore, this paper aims to evaluate the use of Facebook as a tool of stakeholder engagement in relation to sustainable development. In this regard, the research consisted in the content analysis of the Facebook accounts managed by 37 sustainability-oriented companies, involved in the UN Global Compact LEAD program. The empirical results showed the need for a better use of Facebook to encourage stakeholder dialogue and participation.