Communicative Care: How Companies Approach Mental Health CSR on Social Media

Abstract

This study examines Fortune 500 companies’ mental health-related Facebook posts during Mental Health Awareness Month from a CSR perspective. Analyzing 6,264 posts revealed low engagement (1.84%), with half of the posts aligning with WHO-recommended content areas. Posts spanned all CSR typologies, employing diverse information strategies but limited dialogic communication. Despite low engagement, audiences responded positively, particularly to posts on public health, employee involvement, mental health promotion, and human rights. Hyperlinks, graphics, and multimedia boosted interaction and emotional resonance. Findings deepen understanding of effective health-related CSR communication and offer insights into authentic and empathetic CSR strategies for communication training.