A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube
By exploring the strategic use of social media for 250 of Fortune’s Most Admired U.S. Companies on Facebook, Twitter, and YouTube, this study creates a benchmark by which companies can use to gauge their involvement in the three dominant social media platforms. Results found that 91% of the compa...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2013-04-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2013DiStasoMcCorkindale.pdf |
| _version_ | 1811312024563482624 |
|---|---|
| author | Marcia W. DiStaso Tina McCorkindale |
| author_facet | Marcia W. DiStaso Tina McCorkindale |
| author_sort | Marcia W. DiStaso |
| collection | DOAJ |
| description | By exploring the strategic use of social media for 250 of Fortune’s Most Admired U.S.
Companies on Facebook, Twitter, and YouTube, this study creates a benchmark by
which companies can use to gauge their involvement in the three dominant social media
platforms. Results found that 91% of the companies utilized at least one social media
platform. YouTube was the most commonly adopted social media followed by Twitter
then Facebook. Overall, 30% of companies in this study provided a social media code of
conduct in at least one platform, 58% integrated their social media accounts, 14% used a
human voice, and 52% used a dialogic loop. Each of the topics is explored for each of the
three social media platforms and suggestions for companies are included. |
| first_indexed | 2024-04-13T10:29:08Z |
| format | Article |
| id | doaj.art-14e114af0c4142d9a92188154c4bf2e0 |
| institution | Directory Open Access Journal |
| issn | 1942-4604 1942-4604 |
| language | English |
| last_indexed | 2024-04-13T10:29:08Z |
| publishDate | 2013-04-01 |
| publisher | Insitute for Public Relations |
| record_format | Article |
| series | Public Relations Journal |
| spelling | doaj.art-14e114af0c4142d9a92188154c4bf2e02022-12-22T02:50:13ZengInsitute for Public RelationsPublic Relations Journal1942-46041942-46042013-04-0171A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTubeMarcia W. DiStasoTina McCorkindaleBy exploring the strategic use of social media for 250 of Fortune’s Most Admired U.S. Companies on Facebook, Twitter, and YouTube, this study creates a benchmark by which companies can use to gauge their involvement in the three dominant social media platforms. Results found that 91% of the companies utilized at least one social media platform. YouTube was the most commonly adopted social media followed by Twitter then Facebook. Overall, 30% of companies in this study provided a social media code of conduct in at least one platform, 58% integrated their social media accounts, 14% used a human voice, and 52% used a dialogic loop. Each of the topics is explored for each of the three social media platforms and suggestions for companies are included.https://prjournal.instituteforpr.org/wp-content/uploads/2013DiStasoMcCorkindale.pdf |
| spellingShingle | Marcia W. DiStaso Tina McCorkindale A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube Public Relations Journal |
| title | A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube |
| title_full | A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube |
| title_fullStr | A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube |
| title_full_unstemmed | A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube |
| title_short | A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and YouTube |
| title_sort | benchmark analysis of the strategic use of social media for fortune s most admired u s companies on facebook twitter and youtube |
| url | https://prjournal.instituteforpr.org/wp-content/uploads/2013DiStasoMcCorkindale.pdf |
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