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2020 | OriginalPaper | Buchkapitel

17. Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value

verfasst von : Stephanie Guimond

Erschienen in: Digital and Social Media Marketing

Verlag: Springer International Publishing

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Abstract

This chapter investigates the ways in which activists and corporations interact via social media, harnessing its power to take political stands and engage their stakeholders to create social change. The benefits and pitfalls involved with corporate political activism on social media and elsewhere are explained and examples given of successful political stands taken by companies such as Dick’s Sporting Goods, Nike, and SSGA. Cases of negative outcomes following a corporation taking a political stand are also explored through the example of Fox News and Amazon. The role of CEOs in crafting and managing corporate political stands is reviewed, as is the impact of CEOs’ personal political values on how corporations deal with the issue of social responsibility. Some practical steps corporations can take when crafting political responses and dealing with activists on social media are also provided.

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Titel: Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value
verfasst von: Stephanie Guimond
Verlag: Springer International Publishing
Buch: Digital and Social Media Marketing
Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-24374-6_17

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