Philanthropy and the wine sector. Information management through social media 2.0

We provide an exploratory analysis of winegrowing enterprises whose initiatives to benefit their social and economic context, in particular CSR and philanthropy, appeared on Twitter, Facebook, blogs, webpages and other social media between 2008 and 2015. Bearing in mind that Public Relations 2.0 and communication need to be adapted to this technology and 2.0 tools, we also seek to explain how creation of information on the web about CSR initiatives of winegrowing enterprises and cooperatives has become a key factor in communicating knowledge of the sector.