Social Media for Corporate Social Responsibility Strategy Creation and Communication in Poland

Abstract

The aim of this chapter is to indicate the potential ways of using social media in the field of creating and communicating the corporate social responsibility strategy, as well as to analyze the current status of using these tools in the area of CSR in Poland. The author identified potential areas of utilizing social media in the creation and communication of CSR strategies as well as its related benefits and risks. Also examined was how three companies, which were acknowledged in the Responsible Companies Ranking 2017 as CSR leaders in Poland, use social media in communicating and creating CSR programs. Additionally, the author points out potential future areas for change in corporate social responsibility actions caused by the further development of the Internet.