Social Enterprises and Social Media: A Dialogic and Comparative Analysis

This study is devoted to assessing the public relations activities of social enterprises on social media through a dialogic communication lens and comparing those activities with traditional businesses. Social enterprises are fundamentally devoted to leveraging market forces to help create sustainable social change, and as such are interested in not only financial returns but also specific social returns, and the public relations strategies of these organizations should be more aligned than traditional businesses with fully functioning society theory and dialogic communication principles. This study reveals areas of opportunity for both social enterprises and conventional companies to develop in the area of dialogic communication on social media platforms.