The Digital communication of corporate social responsibility activities: the case of Antena 3 Noticias and the Fundaci´ón Mutua Madrileña with the initiave "Contra el maltrato: tolerancia cero"

Abstract

Organizations must make known to their stakeholders the corporate social responsibility actions they carry out in order to improve their reputation. For this, social networks are especially relevant. Thus, the aim of this work is based on analyzing the communication made through Twitter and Facebook by Antena 3 Noticias and Fundación Mutua Madrileña in relation to the social responsibility initiative "Contra el Maltrato: Tolerancia Cero" that tries to eradicate gender violence. To analyze this communication, a content analysis of the publications inserted in these platforms is carried out for 5 months. The main results indicate that the full dialogical potential offered by social networks is not being used to interact with followers.