Perspektywa CSR w kontekście ekosystemu mediów społecznościowych. Wybrane przykłady dobrych praktyk w dużych, średnich i małych firmach realizujących działania CSR w obszarze sportu
CSR perspective in the frame of social media ecosystem. The examples of good practice of big, medium and small organizations in the field of sports

Summary/Abstract: The authors answer the following problem question that has been framed: How can the organization use social media in a process of creating effective relation with an organizational environment in the field of sports? The main aim of this article is to present the model solutions in the field of social media and their potential in building bilateral relations between organizational stakeholders and organization itself in terms of undertaking the rational and effective CSR activity and forming organizational identity. The first part of the article focuses on specifics of social media ecosystem and identifies the main areas of its usage in building and implementing CRS strategy. Afterwards there are few examples of good practice analysed according to the indications of some good CSR practises, which exhibit three organizations: EDF Polska, Dozamel sp.z o.o. and Horus Innowacyjne Materiały Przemysłowe sp. z o.o.

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