Abstract

Purpose: This study addresses the significant research gap in examining the extent to which mid-tier resource organisations report sustainability issues on social media and the degree to which stakeholder theory is applied to these communications.

Approach: A qualitative research content analysis was conducted on 29 mid-tier resource organisations in Western Australia using an established sustainable development framework for mining and resources.

Findings: Findings indicate the majority of organisations in the study avoid topics that promote active discussion or criticism, but rather employ a ‘do good – feel good’ symbolic legitimacy strategy allowing the organisations to manage their stakeholders’ impressions of them, thereby controlling the dialogue.

Implications: In a practical sense, this study should influence mining companies’ communication practices regarding sustainability issues. 

Originality/value: The author contributes to the literature on sustainable reporting by examining the relevance of information disclosed publicly and voluntarily by organisations on social media.

Keywords:  Content analysis, Facebook, legitimacy strategy, LinkedIn, outrage culture, stakeholder communications, sustainability reporting.