#Sustainability on Twitter: Loose Ties and Green-Washing CSR
This chapter questions and discusses Twitter’s role in enabling the formation of an international community of interest surrounding the sustainability hashtag. In doing so, the chapter also focuses on the characteristics of the hashtag community – its main actors and their connections – and the emerging discourses and themes associated with the hashtag as a way of discovering concerns, issues and key conceptual associations. The chapter will first discuss the concept of online communities, by briefly identifying the definitions associated with the concept and reviewing some of the studies applying it. It will then proceed to discuss sustainability and communication about sustainability online, linking this further with research undertaken about CSR, digital media and/or online communities. The chapter will then proceed to making the case for this study, presenting its methodology and findings and discussing their relevance. Exploring the hashtag network will enable readers to question and understand how Twitter communities work. The discursive exploration of the sustainability messages allows the readers to identify this community’s understanding of sustainability by identifying the most frequent associations with the concept.
- Adi, Ana. 2015. #publicrelations on Twitter: Pushers, Talkers, Influencers on Spamming PR and Job Hunting. Revista Română de Comunicare şi Relaţii Publice 17 (3): 41–57.Google Scholar
- ———. 2018. #CSR on Twitter: A Hashtag Over-Simplifying a Complex Practice. In Digital Social Responsibility: The Role of Digital in Communicating and Managing Corporate Social Responsibility, ed. Adam Lindgreen, Joelle Vanhamme, and Rebecca Watkins. Routledge.Google Scholar
- Boyd, Danah, Scott Golder, and Gilad Lotan. 2010. Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter. In System Sciences (HICSS), 2010 43rd Hawaii International Conference on, IEEE, 1–10. IEEE.Google Scholar
- Chang, H-C. 2010. A New Perspective on Twitter Hashtag Use: Diffusion of Innovation Theory. Paper Presented at ASIST 2010, October 22–27, Pittsburgh.Google Scholar
- Faraj, Samer, Sirkka L. Jarvenpaa, and Ann Majchrzak. 2011. Knowledge Collaboration in Online Communities. Organization Science 22 (5): 1224–1239. https://www.researchgate.net/profile/Ann_Majchrzak/publication/262348265_Knowledge_Collaboration_in_Online_Communities/links/568fe72908aee91f69a1383b.pdf. Accessed on 30 May 2017.CrossRefGoogle Scholar
- Fisher, D., M. Smith, and H. Welser. 2006. You Are Who You Talk To. In HICSS ‘06, Hawaii, http://www.hicss.hawaii.edu/HICSS39/Best%20Papers/DM/03-03-08.pdf. Accessed 31 May 2017.
- Honey, Courtenay, and Susan C. Herring. 2009. Beyond Microblogging: Conversation and Collaboration via Twitter. In System Sciences, 2009. HICSS’09. 42nd Hawaii International Conference on IEEE, 1–10. IEEE.Google Scholar
- Lazar, Jonathan, and Jenny Preece. 1998. Classification Schema for Online Communities. AMCIS 1998 Proceedings: 30. http://aws.iwi.uni-leipzig.de/em/fileadmin/user_upload/doc/Issues/Volume_13/Issue_01/V13I1_Assessing_Motivation_of_Contribution_in_Online_Communities.pdf. Accessed 29 May 2017.
- Norris, Pippa. 2002. The Bridging and Bonding Role of Online Communities. 3–13. http://www.etchouse.com/mcma503/readings.old/norris-2002.pdf. Accessed 1 June 2017.
- Petkoski, D., and N. Twose. 2003. Public Policy for Corporate Social Responsibility. WBI Series on Corporate Responsibility, 7–25. http://web.worldbank.org/archive/website01006/WEB/IMAGES/PUBLICPO.PDF. Accessed 31 May 2017.
- Plant, R. 2004. Online Communities. Technology in Society 26 (1): 51–65. http://moya.bus.miami.edu/~rplant/papers/KinS%202004.pdf. Accessed on 30 May 2017.CrossRefGoogle Scholar
- Preece, J. 2001. Sociability and Usability: Twenty Years of Chatting Online. Behavior and Information Technology Journal 20 (5): 347–356. https://pdfs.semanticscholar.org/75e9/749b45cb3fb5dcfb6e7e918513098ad4d60c.pdf. Accessed on 30 May 2017.CrossRefGoogle Scholar
- Reilly, Anne, and Amanda Weirup. 2012. Sustainability Initiatives, Social Media Activity, and Organizational Culture: An Exploratory Study. Journal of Sustainability and Green Business 1: 1.Google Scholar
- Williams, Ruth L., and Joseph Cothrel. 2000. Four Smart Ways to Run Online Communities. MIT Sloan Management Review 41 (4): 81. http://sloanreview.mit.edu/article/four-smart-ways-to-run-online-communities/. Accessed on 30 May 2017.Google Scholar
- Zhang, Jun, Mark S. Ackerman, and Lada Adamic. 2007. Expertise Networks in Online Communities: Structure and Algorithms. In Proceedings of the 16th International Conference on World Wide Web, 221–230. ACM. http://www.wwwconference.org/www2007/papers/paper516.pdf. Accessed on 31 May 2017.