[ecrea] cfp: Social Media for Social Purposes Conference

Social Media for Social Purposes Conference





Monday, October 31, 2011

Copenhagen Business School, CBS, Råvarebygningen, Porcelænshaven 22,
2000 Frederiksberg



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Followed by an Academic Workshop on Tuesday, November 1, 2011

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CALL FOR ABSTRACTS – DEADLINE AUGUST 10, 2011







Centre for Corporate Social Responsibility at Copenhagen Business School
(cbsCSR,www.cbs.dk/cbscsr), together with the University of Milan and
the Technical University of Denmark, is very pleased to invite academics
and practitioners to attend the “Social Media for Social Purposes
Conference� at CBS.



The “Social Media for Social Purposes Conference� provides a forum for
scholars and practitioners to exchange knowledge and insights and to set
a new and interdisciplinary research agenda on the so far underexplored,
yet increasingly important, challenge for companies as well as for
society: corporate engagement in social media for a social and/or
environmental purpose.



Confirmed keynote speakers at the conference are;

- Professor Kellie McElhaney, Haas School of Business, Berkeley

- Professor Andrew Crane, Schulich School of Business, Toronto

- Professor Miriam Metzger, University of Southern California, Santa Barbara

Other confirmed prominent guests include:

- Professor Noshir Contractor, Northwestern University, Chicago

- Professor Charles Elkan, University of California, San Diego

- Professor Eszter Hargittai, Northwestern University, Chicago

- Professor Friederike Schultz, VU University Amsterdam

- Professor Miriam Meckel, University of St. Gallen



The conference welcomes the submission of abstracts and papers for
presentation in broad areas of CSR and social media (see topics further
below). The conference also serves as preparation of a Special Issue in
Journal of Business Ethics; “Responsible Business in Social Media:
Towards New Forms of Interaction?� Authors are invited to submit their
paper to the special issue, where they will be part of the standard
blind peer review process of the journal.



For further information and registration please visit our conference
websitewww.CSR-socialmedia.cbs.dk

If any questions please contact Project Manager Rikke Augustinus
Eriksen:(rae.ikl /at/ cbs.dk)  / +45 38152643.



Social Media for Social Purposes

Social networking technologies have dramatically changed the way
companies communicate and collaborate online. Every day 175 million
users log on to facebook, every minute twenty hours of video are
uploaded on Youtube and each second 600 tweets are spread on the web
(Aaker&  Smith, 2010). Much of this communication concerns corporations.
Slowly companies start to formulate strategies and policies for their
web 2.0 participation. While not all companies sense and immediate
‘business case’ for their online participation, they sense and urged
pressure to respond and engage with the institutionalization of social
technologies in all aspects of daily life and supported by the
conspicuous increase of cyber activism. In particular companies have
shown interest in engaging their stakeholders on issues of global concern.



Social media research suggests that the new technologies may lead to
improved social action for the benefit of society (Chouliaraki, 2006).
Prior studies have pointed to how social media drive democratization,
transparency and increased participation in two-way dialogue (Turner,
2006). Thus, from an organizational perspective, social media offer
favorable opportunities for interactive internal and external
relationships. This could potentially lead to increased stakeholder
involvement and dialogue in corporate communication practices, and to
enhanced understanding and action on global issues of social and
environmental importance.



Yet, while such democratic ideals may be technologically enabled,
corporate practice seems to offer another type of reality, which does
not lend itself so freely to unfolding democratic ideals in interactive
web 2.0 engagement. It appears as if many risks and challenges impose on
corporations engaging in social media compared to traditional offline
communication (Benkler, 2006; Jenkins, 2006; Jeppesen&  Molin, 2003;
Tapscott and Williams, 2006), and leave corporations with increased
unpredictability and loss of control. Communication processes have been
scaled up and have brought on new autonomous sources of information
beyond the corporation, providing a variety of stakeholders with strong
influence in the construction of corporate legitimacy, strategy and
reputation.



The “Social Media for Social Purposes Conference� will focus on the so
far under-explored yet crucial element in social media: the organizing
for social purposes. The basic assumption behind the conference is that
the potential to unfold into practice the interactive ideals in new
technologies is improved significantly if 1) organized around social
issues of global concern to appeal to a large scale international
audience, and 2) supported by corporate internal organizing: strategy,
identity, networks and reputation-building.



The conference will therefore focus on how social purposes such as for
example issues of health, human rights and climate change may stimulate
engagement from multiple online audiences within a corporate setting
that aims at doing business while also serving global society. As such,
we wish to explore the potentials, the activities and the challenges of
the corporate appearance in social media on issues of social and
environmental importance.



Topics Covered and Call for Abstracts

Panel discussions and paper presentations during the day will touch upon
a number of themes within the subject of social media for social
purposes, and we invite both academics and practitioners to present
papers. A broad set of perspectives on social media for social purposes
is welcomed and we call for submission of abstracts for presentation of
research in the areas of, but not excluded to:



- Corporate strategies for online communication

- Ethics and organizational use of social media

- Reputational risks and gains in social media

- Corporate citizenship and the democracy of social media

- Online networks for social purposes

- Tracing online communication in for example sentiment analysis

- Organizational implications of social media engagement



Guidelines for Abstracts

Deadline for submission of two-page abstracts is August 10, 2011.



Abstracts should be structured in accordance with the following subheadings:

·         Objectives

·         Design/methodology/approach

·         Findings

·         Research limitations/ implications

·         Originality/ value

·         Up to six key-words which encapsulates the principal topics of
the paper



The abstract must not be longer than 1000 words, it should be written in
English, and submitted electronically in Word or PDF format on our
conference website (www.CSR-socialmedia.cbs.dk). It should be clearly
identified which of the above topics it contributes to. Contact details
for author(s) must be informed in a separate document and not be shown
in the abstract. Notification of acceptance of abstracts will be
provided on August 25, 2011.



Deadline for submission of full papers is October 1, 2011. Final
presentations (in PowerPoint) are expected to be uploaded to the
conference website before October 24, 2011.



Preliminary Conference Program



Monday, October 31. 2011 – Academics and Practitioners

08.30-09.00


Registration

09.00-09.30


Welcome by Dean of Research Alan Irwin, CBS and

Professor Mette Morsing, Director of cbsCSR

09.30-10.30


Academic&  Practitioner - Paper presentations in tracks

10.30-10.45


Coffee break

10.45-12.00


Academic&  Practitioner - Paper presentations in tracks

12.00-13.00


Lunch

13.00-13.15


Welcome by Professor Mette Morsing, Director of cbsCSR

13.15-14.00


Keynote speak by Professor Kellie McElhaney, Haas School of Business,
Berkeley

14.00-15.30


Academic&  Practitioner - Panel discussions

15.30-15.45


Coffee break

15.45-16.15


Keynote speak by Professor Miriam Metzger, University of Southern
California

16.15-16.45


Keynote speak by Professor Andrew Crane, Schulich School of Business,
York University

16.45-17.00


Wrap-up and final remarks

17.00-18.00


Reception



Registration and Fees

Please visit our conference website to register online and find
additional information on the conference. The participation fee is €50
and includes lunch, concluding reception, refreshments and drinks during
the day. PhD students, Bachelor- and Master Students, and cbsCSR
colleagues can register for free excluding lunch.  We are looking
forward to welcoming you at Copenhagen Business School!



The Conference is Co-hosted by:

Professor Mette Morsing, cbsCSR, Copenhagen Business School

Professor Lars Kai Hansen, Technical University of Denmark

Associate Professor Adam Arvidsson, University of Milan

Professor Kellie McElhaney, Berkeley, Haas School of Business

Assistant Professor Itziar Castellò, cbsCSR, Copenhagen Business School





Copenhagen Business School, Centre for Corporate Social Responsibility
(cbsCSR) is one of the internationally leading research centers and
focal points for research and teaching in corporate social
responsibility. Beginning in 2002, the center’s now more than 30
researchers collaborate with an established network of local and
international companies, organizations, public authorities and partner
universities in conducting and publishing research as well as offering
CSR teaching at a bachelor, master and executive education level. The
center thus works to promote a greater understanding of CSR in a broad
sense, covering a wide array of topics within the broader CSR umbrella,
such as CSR communications, responsible supply chain management, CSR and
governance, sustainable consumption, ethical marketing, responsible
leadership, business ethics, CSR-driven innovation and social
entrepreneurship.





Venlig hilsen | Kind Regards

Rikke Augustinus Eriksen

Project Manager


CBS Centre for Corporate Social Responsibility (cbsCSR)
Copenhagen Business School
Porcelænshaven 18A, Office 0.131, 2000 Frederiksberg, Denmark
+45 38152643|(rae.ikl /at/ cbs.dk)  | Skype: rikke.augustinus.eriksen |
www.cbs.dk/cbscsr

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