Adoption of Social Media by Fortune 500+
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Adoption of Social Media by Fortune 500+

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This data is from the following research paper: ...

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.

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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 & 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.

Adoption of Social Media by Fortune 500+ Adoption of Social Media by Fortune 500+ Presentation Transcript

  • 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
  • Keys to Corporate Adoption
    • Facilitating conditions &
    • performance expectancy important
  • Using external agencies
    • 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
  • Kaye D. Sweetser, PhD, APR [email_address]