How public relations executives perceive and measure the impact of social media in their organizations

Marcia W. Distaso, Tina McCorkindale, Donald K. Wright

Research output: Contribution to journalArticle

84 Scopus citations

Abstract

Decisions about social media in organizations are not made lightly. Corporate executives are faced with an ever changing and in many cases, uncontrollable opportunity with social media. This study provides insights obtained from 25 interviews with communication and public relations executives to identify their opinions about what drives social media in organizations, what challenges they face, and what questions they have about social media and its measurement.

Original languageEnglish (US)
Pages (from-to)325-328
Number of pages4
JournalPublic Relations Review
Volume37
Issue number3
DOIs
StatePublished - Sep 1 2011

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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