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

2011; Elsevier BV; Volume: 37; Issue: 3 Linguagem: Inglês

10.1016/j.pubrev.2011.06.005

1873-4537

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

Media Studies and Communication

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.