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This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.

A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).

The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.

Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.

The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.

To study the applicability of capacity building as a technique for developing social enterprises.

Two emerging social enterprises, developed within the WestFocus Partnership, a consortium of seven higher education institutions, were studied in a series of capacity building sessions conducted by Brunel University Business School, UK. Reports the gathering of data for the project using participant observation, questionnaire surveys and focus groups, together with a series of capacity building sessions delivered by specialists, addressing the areas of leadership and human resources, marketing, environmental scanning, stakeholder analysis and business strategy where Session 1 addressed “Management and leadership styles”, Session 2 addressed “Strategic marketing and environmental analysis”, and Session 3 addressed “Strategy (in the widest sense)”.

The results indicated that, although capacity building could not resolve a perceived conflict between social ends and profit‐driven motives, it does play an important role in the development of successful social enterprises, even if the role is limited.

Propose that a capabilities approach provides a useful platform for highlighting important links between corporate social responsibility and corporate governance within social enterprises.