Communication Strategies in Social Media in the Example of ICT Companies

Abstract

This article aims to present the results of pilot studies on the involvement of the four largest Information Communication Technology (ICT) companies in promoting the Sustainable Development Goals (SDGs) through social media. Studies examine which communication strategy is used by companies in social media. The research was carried out using the method of the content of messages posted on the official Facebook and Twitter accounts of the ICT companies’ analysis. The analysis showed that the companies prefer corporate ability communication strategy over Corporate Social Responsibility (CSR) or a hybrid one. Posts rarely concern the company’s activities related to social and environmental responsibility. Although they engage in activities supporting the achievement of the SDGs and provide information about it on their corporate websites, the topic of sustainable development has been taken up in small numbers in the posts examined.

Keywords

• communication
• social media
• strategy
• sustainable development
• corporate responsibility
• ICT industry