企業實踐企業社會責任已成為趨勢，許多企業使用企業社會責任報告書、官方網站及其Facebook粉絲專頁闡述CSR作為，不過尚未在社群媒體引起廣大迴響。本研究針對企業在Facebook粉絲專頁溝通CSR議題時，應如何提高社群媒體參與度的角度切入，分析不同類型貼文內容、媒體形式與社群媒體參與度的關係，以及內部組織應如何制定並執行CSR溝通策略，提高利害關係人在社群媒體參與CSR議題的頻率。研究結果顯示使用社會類型的內容、使用連結以及將公司名字置於貼文中能夠提高社群參與度，並延伸使用TRACE模型活化CSR參與，歸納出成功行銷CSR的三大構面。

It has been a trend for corporate to implement corporate social responsibility (CSR). Many companies use CSR reports, corporate official website, their Facebook fan pages to communicate their CSR strategy and initiatives, but all the effort have not yet received much attention. This study focuses on how to enhance CSR engagement through the corporate Facebook fan page and how to adjust the corporate CSR communication strategy. It analyzes which content category and media forms can increase engagement in social media. Besides, it indicates how organizations develop and implement CSR communication strategies to increase stakeholder participation in CSR issues on social media. The research showed that using social type content, using links, and placing company names in Facebook posts can increase community participation. In terms of corporate CSR communication, the research employed the extended TRACE model to activate CSR engagement, and summarized three major dimensions to communicate and promote CSR successfully.

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