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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 <ul><li>Correlation between number of tools adopted with:  </li></ul><ul><ul><li>relationship building ( r  ...
Keys to  Corporate Adoption <ul><li>Facilitating conditions &  </li></ul><ul><li>performance expectancy important </li></ul>
Using external agencies  <ul><li>Has no  impact on adoption year </li></ul><ul><li>Averages more tools adopted </li></ul><...
End of the World as We Know It
<ul><li>Practitioner adoption & use </li></ul><ul><li>Integration experiments  </li></ul><ul><li>Online PR </li></ul><ul><...
Kaye D. Sweetser, PhD, APR [email_address]
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Adoption of Social Media by Fortune 500+

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This data is from the following research paper:
Sweetser, K.D., Avery, E.J., Lariscy, R.W., Howes, P. (2009). “Examining the Diffusion of Social Media in American Corporations.” Paper presented to Public Relations Division, National Communication Association, Chicago.

Published in: Technology, News & Politics
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  • Pleasure to be here today to present this research. This is a part of a collaborative research grant project I’ve been working on with Ruthann Weaver Laricy at UGA &amp; Beth Johnson Avery at Tennessee. After I talk about this study, I’d like to tell you a little how it fits into my overall research agenda.
  • Transcript of "Adoption of Social Media by Fortune 500+"

    1. 1. Social Media in Corporate America Kaye D. Sweetser, PhD, APR Beth Avery Johnson, PhD Ruthann Weaver Lariscy, PhD
    2. 2. Social Media
    3. 3. Diffusion
    4. 4. Method Funded by PRSA Foundation Grant
    5. 6. Spending 4% Budget 2 hours daily
    6. 7. Tools Adopted by Corporate PR
    7. 9. Watch, Listen, Talk
    8. 10. Use
    9. 11. Perception
    10. 12. Tool adoption <ul><li>Correlation between number of tools adopted with: </li></ul><ul><ul><li>relationship building ( r = . 47) </li></ul></ul><ul><ul><li>place stories ( r = . 40) </li></ul></ul><ul><ul><li>determining public opinion ( r = . 36) </li></ul></ul><ul><ul><li>track competition ( r = . 36) </li></ul></ul><ul><ul><li>entertainment ( r = . 36) </li></ul></ul><ul><ul><li>focus attention on an issue ( r = . 35) </li></ul></ul><ul><ul><li>counter negative story ( r = . 32) </li></ul></ul><ul><ul><li>surveillance ( r = . 30) </li></ul></ul><ul><ul><li>research ( r = . 27) </li></ul></ul><ul><ul><li>collect/present objective info ( r = . 25) </li></ul></ul><ul><ul><li>represent public as watchdog ( r = . 21) </li></ul></ul><ul><li>No correlation between daily time & number of tools </li></ul>
    11. 13. Keys to Corporate Adoption <ul><li>Facilitating conditions & </li></ul><ul><li>performance expectancy important </li></ul>
    12. 14. Using external agencies <ul><li>Has no impact on adoption year </li></ul><ul><li>Averages more tools adopted </li></ul><ul><li>Leads to greater performance expectancy </li></ul>
    13. 15. End of the World as We Know It
    14. 16. <ul><li>Practitioner adoption & use </li></ul><ul><li>Integration experiments </li></ul><ul><li>Online PR </li></ul><ul><li>Campaign adoption </li></ul><ul><li>Citizen-produced content </li></ul><ul><li>Online Political PR </li></ul><ul><li>Survey </li></ul><ul><li>Content Analysis </li></ul><ul><li>Experimental Design </li></ul><ul><li>Method </li></ul>
    15. 17. Kaye D. Sweetser, PhD, APR [email_address]
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