America’s most admired companies social media industry divide

Marcia W. Distaso, Tina McCorkindale, Alexa Agugliaro

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

While public relations and marketing research has analyzed how companies are using individual social media channels, minimal research has explored an organization’s social media presence across several channels or identified differences among industries. Using theoretical guidelines for best practices, this study does both by analyzing the complete list of Fortune’s “America’s Most Admired Companies” (N = 417) on Facebook, Twitter, and YouTube. Results found there were differences across industries regarding their adoption and integration of best practices into their social media accounts. A list of 20 gold standard companies is provided.

Original languageEnglish (US)
Pages (from-to)163-189
Number of pages27
JournalJournal of Promotion Management
Volume21
Issue number2
DOIs
StatePublished - Mar 4 2015

All Science Journal Classification (ASJC) codes

  • Marketing

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