Leveraging social media for ESG : a comparative analysis of technology companies

Abstract

The growing significance of Environmental, Social, and Governance (ESG) factors in corporate strategy has heightened the need for effective communication of sustainability initiatives, as companies face increasing regulatory pressure and rising stakeholder expectations (Eccles, Ioannou et al. 2014). This study investigates how tech companies use social media, specifically LinkedIn, to communicate ESG related content and engage stakeholders. The research aims to identify the content characteristics, messaging strategies, and ESG pillars that drive higher levels of engagement, addressing a gap in understanding how companies can optimise ESG communication to meet evolving stakeholder expectations and regulatory demands. A quantitative content analysis was conducted on LinkedIn posts from these companies over a one-year period (August 2023 to August 2024), focusing on the frequency and nature of ESG-related content. The posts were coded according to content type, messaging strategy, tone, and ESG focus, while analysing their corresponding level of engagement. Statistical techniques, including Kruskal-Wallis tests and Spearman's correlation, were employed to assess differences in engagement and relationships between variables. The findings revealed that tech companies post ESG-related content significantly less often than other types of content, aligning with previous research indicating that CSR and ESG topics are often secondary to more business-oriented communication on social media (Bonsón, Flores Muñoz 2011). The results also affirm that social pillar content—especially on human rights and community issues— drives stronger engagement, consistent with Porter and Kramer (2007), who emphasise the emotional resonance of social topics. The substantial engagement with environmental content, particularly biodiversity, supports findings by Perreault and Mosconi (2018) regarding growing interest in sustainability, while the lower interaction with governance-related content aligns with Kucukusta, Perelygina et al. (2019), who suggest its perceived complexity may deter engagement. The preference for visual content and transformational messaging strategies is in line with Koutromanou, Sotirakou et al. (2023) and Tafesse and Wien (2017), who highlight the impact of visuals and emotional appeals in enhancing interaction. Moreover, the positive effect of a conversational tone confirms Oh and Ki's (2019) argument that a human voice fosters stronger stakeholder relationships. The study extends signalling theory by demonstrating that tech companies use ESG communication to signal their sustainability commitments and build stakeholder trust. Additionally, it contributes to broader corporate communication and stakeholder engagement frameworks by showing how dialogue driven communication models can be applied to social media contexts, particularly for ESG topics. The findings highlight the importance of prioritising social and environmental topics, leveraging visual content, and adopting a conversational tone to foster deeper engagement and strengthen stakeholder relationships. The study’s limitations, including platform specificity and sampling constraints, suggest areas for future research to broaden the scope and improve generalisability. As companies navigate increasing demands for ESG transparency, these insights provide strategies to strengthen corporate reputation and meet stakeholder expectations.