Social Media in Corporate America Kaye D. Sweetser, PhD, APR Beth Avery Johnson, PhD Ruthann Weaver Lariscy, PhD

Social Media

Diffusion

Method Funded by PRSA Foundation Grant

Spending 4% Budget 2 hours daily

Tools Adopted by Corporate PR

Watch, Listen, Talk

Use

Perception

Tool adoption Correlation between number of tools adopted with: relationship building ( r = . 47) place stories ( r = . 40) determining public opinion ( r = . 36) track competition ( r = . 36) entertainment ( r = . 36) focus attention on an issue ( r = . 35) counter negative story ( r = . 32) surveillance ( r = . 30) research ( r = . 27) collect/present objective info ( r = . 25) represent public as watchdog ( r = . 21) No correlation between daily time & number of tools

Correlation between number of tools adopted with:

relationship building ( r = . 47)

place stories ( r = . 40)

determining public opinion ( r = . 36)

track competition ( r = . 36)

entertainment ( r = . 36)

focus attention on an issue ( r = . 35)

counter negative story ( r = . 32)

surveillance ( r = . 30)

research ( r = . 27)

collect/present objective info ( r = . 25)

represent public as watchdog ( r = . 21)

No correlation between daily time & number of tools

Keys to Corporate Adoption Facilitating conditions & performance expectancy important

Facilitating conditions &

performance expectancy important

Using external agencies Has no impact on adoption year Averages more tools adopted Leads to greater performance expectancy

Has no impact on adoption year

Averages more tools adopted

Leads to greater performance expectancy

End of the World as We Know It

Practitioner adoption & use Integration experiments Online PR Campaign adoption Citizen-produced content Online Political PR Survey Content Analysis Experimental Design Method

Practitioner adoption & use

Integration experiments

Online PR

Campaign adoption

Citizen-produced content

Online Political PR

Survey

Content Analysis

Experimental Design

Method

Kaye D. Sweetser, PhD, APR [email_address]