What Social Networks Say About Social Entrepreneurship in Croatia?

Social entrepreneurship is a type of entrepreneurship whose primary goal is to achieve a social impact by solving or alleviating a social problem. While focusing on a social purpose, making profit is essential to ensure the financial sustainability of the ventures. In the last 20 years social entrepreneurship is gaining importance in Croatia, although the concept is still rather unfamiliar. The aim of the paper was three-fold: to identify the presence of Croatian social entrepreneurs in the most popular social networks and analyzing types of their activities and their reach, to identify social network profiles which promote the concept of social entrepreneurship and to identify the topics that dominate the published content. The results showed that Facebook is the most used social network among the social enterprises in Croatia followed by Instagram, while TikTok is almost not used at all. Most of the social enterprises’ posts are promoting their products and services. Social entrepreneurs also promote other social initiatives and sometimes combine those with the promotion of their own products. There is an opportunity for social entrepreneurship promotors in Croatia to generate the content for younger generations on TikTok presenting them the examples and the benefits of social entrepreneurship.