adoption of social media by fortune 500+
DESCRIPTION
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.TRANSCRIPT
Social Media in Corporate
AmericaKaye D. Sweetser, PhD, APR
Beth Avery Johnson, PhDRuthann Weaver Lariscy,
PhD
Social Media
Diffusion
MethodFunded 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 CorporateAdoption
Facilitating conditions & performance expectancy important
Using external
agencies •Has no impact on adoption
year• Averages more tools
adopted• Leads to greater
performance expectancy
En
d o
f the W
orld
as W
e K
now
It
Practitioner adoption & use
Integration experiments
Online PR
Campaign adoption
Citizen-produced content
Online Political PR
Survey
Content Analysis
Experimental Design
Method
