A Fortune 500 Perspective
Cong Li and Don Stacks
Chapter 1. Introduction
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In this opening chapter we will describe the emergence of social media and their impact on business operations. Specifically, we will discuss how social media have changed the way people communicate with and about business, and why measuring the influence of social media on business performance is necessary and important, but also difficult. Based on these discussions, we aim to answer the following questions:
• What are social media, and how are they evolved?
• What is the role of social media in the promotional mix within today’s business environment?
• How have social media changed the way people communicate with and about business?
• Why is testing the impact of social media on business performance so difficult and what is our approach in this book? ← 1 | 2 →
Emergence of Social Media
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