Social Networking sites as PR tools in an Organizations CSR activities

Over the past 7 years, there has been a significant change in technological advancement around the world, particularly in the area of information and communication as within this period, communicating has been easier, compared with the last twenty years. One of the reasons for this ease of communication is the advent of Social Networking (SN) sites, a new form of media described as a virtual community with various platforms where audiences on the same communication channel come together for different purposes, most importantly to share information and to be informed. As a way of reaching out to the public, organizations have now adopted the use of different SN sites to propagate their Corporate Social Responsibility (CSR) activities. This research focuses on how organizations(using a telecommunications firm as a case study) reach out to the public, some of whom are their subscribers', through the use of some SN sites(Facebook and Twitter), in disseminating information about their CSR activities and to know how effective they keep the public informed also in other areas through this new media channel and also recommend ways in which organizations can perform more effectively.