Communicating with Stakeholders via Twitter: From CSR to COVID-19

Communication efforts made in terms of Corporate Social Responsibility (CSR) are a task companies must carry out if they want stakeholders to recognize the work they are doing on the topic. This communication has become relevant, particularly during the last year, considering that stakeholders, especially customers, have increased their interest in sustainability, and communication impacts their perception. The most used communication tools for these topics are annual reports and web pages, but numerous companies tend to use social networks as an extra tool to communicate actions, considering the construction of dialog with stakeholders who can respond and interact. In an exploratory and descriptive way, through a sample of company tweets recognized as socially responsible from the last two years, this study shows that companies communicated more through Twitter during the pandemic and indicates the main words used for their communication during 2020. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.