Myles Kingston

Large multinational organisations now use social media to disseminate social accounting reports to a much wider audience than previously possible but as social platforms encourage discussion the participants have an expectation of engagement and even co-creation of the corporate agenda. As anyone interacting with reports can be described as stakeholders social media brings a wider definition of who stakeholders are and also creates a new context for what accounting and accountability mean. The research investigates the relationship between social accounting reports and the external stakeholders interacting with those accounts via social media. Levels of engagement will be reviewed and issues assessed (largely through a qualitative study using a Bourdieusian framework).