TY - JOUR
T1 - America’s most admired companies social media industry divide
AU - Distaso, Marcia W.
AU - McCorkindale, Tina
AU - Agugliaro, Alexa
N1 - Publisher Copyright:
© 2015 Taylor & Francis Group, LLC.
PY - 2015/3/4
Y1 - 2015/3/4
N2 - While public relations and marketing research has analyzed how companies are using individual social media channels, minimal research has explored an organization’s social media presence across several channels or identified differences among industries. Using theoretical guidelines for best practices, this study does both by analyzing the complete list of Fortune’s “America’s Most Admired Companies” (N = 417) on Facebook, Twitter, and YouTube. Results found there were differences across industries regarding their adoption and integration of best practices into their social media accounts. A list of 20 gold standard companies is provided.
AB - While public relations and marketing research has analyzed how companies are using individual social media channels, minimal research has explored an organization’s social media presence across several channels or identified differences among industries. Using theoretical guidelines for best practices, this study does both by analyzing the complete list of Fortune’s “America’s Most Admired Companies” (N = 417) on Facebook, Twitter, and YouTube. Results found there were differences across industries regarding their adoption and integration of best practices into their social media accounts. A list of 20 gold standard companies is provided.
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U2 - 10.1080/10496491.2014.996799
DO - 10.1080/10496491.2014.996799
M3 - Article
AN - SCOPUS:84929163460
SN - 1049-6491
VL - 21
SP - 163
EP - 189
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 2
ER -