社交媒体时代企业社会责任实践的机遇与挑战

近年来兴起的社交媒体已经超出了“社交”功能,并逐渐在商业、行政、教育等领域得到越来越广泛的应用.企业社会责任的履行已被视为企业实现可持续发展的重要途径,认识社交媒体对企业社会责任活动的影响有助于企业提升社会责任活动的效果.该文探讨了社交媒体的应用给企业社会责任实践带来的机遇与挑战,以促进企业在社会责任实践中合理、高效地运用社交媒体,获取可持续竞争优势.

Opportunities and Challenges for Practice of CSR in Social Media Era

Social media emerging in recent years has gone beyond ＂social＂ function and has been widely applied to the fields of com- merce,public administration and education. Implementation of corporate social responsibility （CSR） has been considered as an essential approach for enterprise realizing the sustainable development. Understanding the impact of social media on CSR practices will improve the effect of CSR activities. This paper analyzes the opportunities and challenges resulting from the application of social media to CSR practice,which conduces to the enterprise to rationally and efficiently utilize social media in CSR practice for obtaining the sustainable competitive advantages.