Dear Brands of the World: CSR and the Social Media

Abstract Purpose Public sector absorbs a sizeable part of each country’s GDP. Therefore, public organisations are not performing very well at the economic level of responsibility. Consequently, we argue that in order to build better and more responsible public organisations we need to improve their economic responsibility. This chapter presents a prospective action of social media for business to intervene in public administration reform. We envision a possible course of action that may introduce CSR in the public sector thanks to social media collective action. Methodology/approach The framework of this study will make a reference to the theory of socio-technological media de Kerckhove and Pierre Lévy, and on a survey of the literature of citizen activism through social media to answer the question: new media, new message? It is a new perspective action of social media for business-government relations. We identify a possible theory that leverages the ‘koinè’ of multinational brands to address government effectiveness. The names of multinational companies are the same all over the world, like the ‘Koine’ Greek, and are now a common element in all languages of the world. Citizens and consumers pay a great deal of attention to brands. Multinationals spend millions of dollars every year in public relations (PR) and marketing precisely in order to manage their reputations and images and respond to the requests that consumers have of big corporations. The greatest threat to the reputation of a company or a multinational brand comes, in fact, via the Internet, which has become the most powerful weapon in the hands of interest groups. The object of this research is to explore whether stakeholders can join forces with corporations and use global media to monitor governments in the same way. Findings The citizens of governments and the customers of global corporations – in different countries in the world – seem to be isolated islands: all endure their own battle without the possibility of drawing attention from other parts of the world through social media. The citizens can exercise pressure on the governments and public administrations the same way as what happens against the brands. It behoves us to ensure responsible behaviour from all. We propose an extension of the use of social media to monitor behaviour of governments as effectively as they are used to monitor behaviour of the corporations. Research limitations/implications The stakeholder approach to CSR