Social Media for Social Purposes 2011

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Social Media for Social Purposes
Location: Copenhagen Denmark Map
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Scientific meeting in Denmark

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Social Media for Social Purposes is a one-day conference organized by Centre for Corporate Social Responsibility at Copenhagen Business School (cbsCSR, ), together with University of Milan and Technical University of Denmark in connection with the joint research project Responsible Business in the Blogosphere.

Keynotes are given by:

Other prominent guests are:


Participants in the conference are guest editing an issue of Journal of Business Ethics.


[edit] Talks

[edit] Mette Morsing

Mette Morsing introduction with promises of CSR and social media:

  • Interactive dialogue, enhanced conversations among geographically dispersed individuals.
  • Participation, liberated political debate towards democratic ideals
  • Voluntariness, social media engagement is a free and non-obligatory act
  • Audience, large crowds will want to listen
  • Transparency, self-disclosure

[edit] "Whose social media? Whose social purposes? Unequal participation in the digital public sphere"

Eszter Hargittai, Northwestern University.

Low Social-economic status (SES) uses MySpace, while high SES uses Facebook.

African-American more likely to be on Twitter, White, Asian American and Hispanic less likely. Attempted explanations: African-Americans are texting often and have Web access on cell phone. But Eszter found better explanations: Internet skill in 2009; interest in entertainment/celebrity news in 2009. Interest in local/national news, international news and politics did not predict Twitter adoption.

Further conclusions: Skills predict participation. SES predict participation

[edit] Climategate in YouTube: antagonism and polarization in climate change activism

Amanda J. Porter, Iina Hellsten from the Department of Organization Sciences, VU University Amsterdam

The researchers collected comments on the two most popular climategate videos: "Al Gore confronted on Climategate in Chicago" and "Climage change - those hacked e-mails". Around 100 comments were selected from 3 different time periods with an analysis in terms of "master frame", "collective action", "metaphor/event".

[edit] Political communication in Web 2.0: a new political discourse and participation

Andreas Elter,

Studied how the different German parties uses the Web during the 2010 election, e.g., Facebook, Twitter, YouTube and different special German Websites.

[edit] A case study of strategic corporate social responsibility communication and social media

Maha Tanweer and Ravi Vatrapu, Copenhagen Business School.

Focus on the company Rice (, a producer of home ware, and their corporate social responsibility. The company has Facebook page

[edit] Virtual presence: on mapping how activist group networks (try to) impact firms

Frank G. A. de Bakker, Iina R. Hellsten

They analyzed "SOMO" website and makeITfair campaign with hyperlink analysis using They also considered semantic analysis with (?)

[edit] Corporate responsibility and social media: twowards a transdisciplinary research agenda

Itziar Castello, Friederike Schultz.

A theoretical discussion mentioning issues such as self-promotion; "post-constructivist perspective": Three nodes with mass media, organizations, and stakeholdes/public; "reality is media reality"; "mediatiziation of organization"; "Increasing attention and negative news on CSR, negativity bias in traditional media" (Lee & Carroll, 2011).

[edit] Social media for dissemination of science

Matteo Ciastellardi, Christina Miranda de Almeida.

[edit] Corporate social media guidelines as a new form of cultural engineering

Annemette Kjærgaard, Mette Morsing

"From liberating technologies to cultural engineering" and "How social media serve as a new means of menagerial control".

Showed examples of organization social media guidelines (BBC, Coca Cola, Washington post, ...) "Challenging private-work life boundaries", "advokating political neutrality", etc.

[edit] SMI special report: social media sustainability index

Matthew Yeomans, Social Media Influence.

His company Social Media Influence publishes the SMI Social Media Sustainability Index [3], that is an overview of social media use by companies on Dow Jones Sustainability Index. He has found that while many companies are present on the social web few companies have their sustainability efforts on the social media, e.g., their sustainability reports are not promoted on the social web. He pointed to the insurance company Allianz that has a branch presenting climate change knowledge [4].

[edit] A spill and spin - how tranditional and social media are interrelated in covering the BP oil spill 2010

Miriam Meckel, University of St. Gallen.

Discussed crisis communication about the Deep Water Horizon BP oil spill. "Media coverate is based on framing by antagonists". Uncertainty and lack of confidence as a driver for conversation.

She pointed to 100 Days of Gushing Oil – Media Analysis and Quiz.

Performed an indepth analysis of four weeks in June 2010. Among the issues their identied as that Huffington Post had a very large presence in social media. Huffington Post had 10 times as many comments as

[edit] Credibility, social media and the new bases of information evaluation online

Miriam J. Metzger, University of California, Santa Barbara.

Credibility traditional criteria: accuracy, objectivity, comprehensiveness, currency, authority (Alexander & Tate, 1999; Metzger 2007).

Social media and credibility:

  • "Inaccurate information is probagated quickly".
  • "Bias in user-generated content"
  • Authority linked to source. "Source anonymity make authority difficult to determine" (e.g., Wikipedia)
  • "Cult of amateurs and the devaluation of expertise" (e.g., Wikipedia)
  • "Users show suboptimal skill in evaluating information produced via social media"

Credibility advantages of social media:

  • "Collective intelligence"
  • "Multiple perspectives have equal voice"
  • "Experience-based information authority and currency"
  • "Information propagated via trusted ties".
  • "Credibility evaluation via crowdsourcing"

She referenced research from the paper From Encyclopædia Britannica to Wikipedia.

[edit] Social media for social purposes: from playing the game to raising the game

Andrew Crane, York University.

Crane pointed to the McDonalds blog Values in practice somewhat ambivalently: The number of posts in 2011 was 16 and with an average of 0.5 comments per post and 3.1 likes, - comparing that to 11 million likes on the McDonald Facebook page. The blog bring only positive stories.

The Guardian's Sustainability blog more successful. It has both positive and negative posts (about Guardian), yet still only 2.2 comments on average.

Responsible drinking campaigns:

[edit] Corporate responsibility in crisis situations. Communications, networks and dynamics in social and traditional media

Friederike Schultz. Vrije Universiteit Amsterdam.

Research from the paper Strategic framing in the BP crisis: a semantic network analysis of associative frames was presented.

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