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Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value

  • Stephanie Guimond
Chapter
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)

Abstract

This chapter investigates the ways in which activists and corporations interact via social media, harnessing its power to take political stands and engage their stakeholders to create social change. The benefits and pitfalls involved with corporate political activism on social media and elsewhere are explained and examples given of successful political stands taken by companies such as Dick’s Sporting Goods, Nike, and SSGA. Cases of negative outcomes following a corporation taking a political stand are also explored through the example of Fox News and Amazon. The role of CEOs in crafting and managing corporate political stands is reviewed, as is the impact of CEOs’ personal political values on how corporations deal with the issue of social responsibility. Some practical steps corporations can take when crafting political responses and dealing with activists on social media are also provided.

Keywords

Corporate social responsibility CSR CEO activism Corporate political stands Social media activism Brand-focused activism Nike Colin Kaepernick Amazon State Street Global Advisors SSGA Dick’s Sporting Goods Fox News 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Stephanie Guimond
    • 1
  1. 1.Independent ResearcherVancouverCanada

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