Analyzing their social media activities and business performance data between 2009 and 2013, this book examines how Fortune 500 companies use social media, namely Facebook, Twitter, Google+,
and YouTube, to understand how success in social media is associated with positive business outcomes, as well as the relationship between financial and nonfinancial indicators. It discusses
social media and its evolution, its role in the promotional mix, and how it has changed the way people communicate about business; social media strategy; findings for each social media platform
and in general; and implications for business and advertising, marketing, and public relations, in addition to future directions for social media measurement. Annotation ©2015 Ringgold, Inc.,
Portland, OR (protoview.com)
