Leveraaging Csr in Oil and Gas Industry Via Social Network

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Leveraging Corporate Social Responsibility (CSR) via Social Networking Website in PETRONAS: Knowledge Exchange Enhances Company Sustainability

by

Siti Noor Ayu Binti Mohd Azmi

Extended Proposal submitted in partial fulfillment of
the requirements for the
Bachelor of Technology (Hons)
Information and Communication Technology

FEBRUARY 2011

Universiti Teknologi PETRONAS
Bandar Seri Iskandar
31750 Tronoh
Perak Darul Ridzuan

Abstract

This paper evaluates the potential of leveraging Corporate Social Responsibility via Web 2.0 or Social Networking. The research explores some mechanism through which online social networking may impact on PETRONAS corporate social responsibility for sustainable organization. PETRONAS limits their social responsibility merely to the education and capability building. On the basis of the actual situation of PETRONAS, this project explicitly put forward the view that social responsibility of oil and gas companies should include the economic responsibility, social responsibility and environmental responsibility. At the same time, in practice gathering many stakeholders involved in the field of corporate social responsibility such as: shareholders, employee, consumer, community, business associates, etc. using Web 2.0 or Social Networking that is owned by the company itself.

Table of Contents

CHAPTER 1INTRODUCTION…………………………………………...4 1.1 Background……………………………………………4 1.2 Problem Statement…………………………………….6 1.3 Objectives …………………...………………………..9 1.4 Scope of Study………………………………………10 CHAPTER 2LITERATURE REVIEW…………………………………11 1

2
3.1 Social Networking Website………………………….11 3.2 Existing Social Networking Websites……………….12 3.3 Differences between Business and Entertainment Social Networking Website…………………………………13 3.4 Techniques for Effective Social Networking Website………………………………………………15 CHAPTER 3RESEARCH METHODOLOGY…………………………18 1

2
3
4.1 Case Study………………..……………………….…18 4.2 Interview…………………………………………..…19 4.3 Questionnaire…………………………..………….…20 CHAPTER 4PROJECT ACTIVITIES……….…………………………23 CHAPTER 5NEXT STEP….….……………………………………….…25 REFERENCES……………………………………………………………….26 APPENDIX……………………………………………………………….29

CHAPTER 1
INTRODUCTION

1.1 Background

Web 2.0 and Social Networking platforms have revolutionized the way of collaborating and communicating with others. Therefore, it is suitable to apply its concept into current oil and gas industry in Malaysia, PETRONAS that now give a serious focusing on Corporate Social Responsibility (CSR) [1]. CSR is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis [2, 3].

In terms of Corporate Social Responsibility activities, PETRONAS is doing well. But it focuses more on non-direct activities [1, 4]. In order to become a sustainable corporation, PETRONAS should start practicing “real” corporate social responsibility by reducing and stopping environmental damage caused by its operations and actively seeks renewable and sustainable energy sources [1]. In order to move into sustaining phase, PETRONAS must first treat the environment as its definite stakeholder.

In the age of digital democracy, a social network allows company to gather information on what activities the companies ascribed to CSR. Social Networks can play this important role by engaging stakeholders into one interactive platform. A strong online network enables experts within an organization to be altered when a problem that requires their knowledge comes into the customer support queue, and facilitates the creation of strong communities in the form of valuable user groups and member networks [5].

Moreover, in oil and gas industries that references to stakeholder approaches, sustainability and CSR are more found frequently, and where phenomena such as...
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