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Corporate Social Responsibility (CSR) can be defined as a responsible way of doing business and the impact these operations have in the economy, the society and the environment. Nowadays, companies use different avenues to communicate CSR initiatives. Social Media platforms are one of the important resources to communicate CSR. This paper performs an empirical analysis of frequency, content, and feedback of CSR messages presented on social platforms (Facebook and Twitter) of 50 companies from the Fortune Magazine. Results showed that in spite of the great resources available for CSR online communication, companies are still in its infancy in promoting a two-way communication process. In order to resolve this problem, this paper proposes a theoretical framework for CSR communication through social media.

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Since the nineties Corporate Social Responsibility (CRS) has become one of the major assets in enterprise management. Businesses grew aware that their activities have strong consequences in the public sphere within a continuous dialogue between both of them, reverting part of the benefits in society. Hence, CSR is a key factor in terms of public relations to improve reputation and social legitimacy, not to mention its role within the corporate identity management. In case of media involved, CSR shows two approaches: on the one hand, implementing responsible measures as for environment, stakeholders, institutions, etc. and, on the other hand, facilitating information in a rigorous, true, objective and ethical way. This paper aims at studying CSR of the major communication groups in Spain through their web pages in the context of media as public opinion generators.

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There is no doubt that in a globalized market (highly competitive and demanding, which seeks excellence, honesty and business creativity) Public Relations must be constructed as a social science, multidisciplinary and flexible, directed not only to the attainment of corporate objectives, but also to follow closely the development of rural communities, the various guilds, unions and NGOs; institutions, State authorities and citizen groups in general.

Only a deep understanding of the purpose of Public Relations holistic (committed to the progress and well-being of the country) and the empathic comprehension of positions and demands of the various social actors will legitimize extractive activities in conflict scenarios (such as can currently be seen in Peru) and the consequent strengthening of the financial dynamics of the country; the increase in rates of employment, the reduction of extreme poverty; and the creation of solidarity links between business class and society: both gathered in a joint and civic work.

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The business world is eager for management models that allow being more efficient, surrounded by a development and interest in building a social consciousness.

The financial crisis of recent years has led the company to review and be aware of the importance to maintain ethical behavior, to strengthen the management of their own identity from values and from there to manage your image and corporate reputation transparent and reliable. In this context, communication and responsible relationship with its stakeholders, become a driving force of Corporate Social Responsibility within the organization, feeding each other, looking for a triple win: Business-Society-State.

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