On Relational Capital in Social Media

Stakeholder relationships become increasingly important as new communication technologies en-able interest groups to communicate their demands, organize themselves and voice their concerns with ease. In this changing stakeholder environment, the creation and maintenance of relational social capital relies not only on communication in classical media alone but also on the various online channels summarized by the term "social media." Utilizing a literature study and expert interviews, this article explores how organizations engage in creating and maintaining relational social capital by communicating their corporate social responsibility efforts through social media channels.