A Fortune 500 Perspective
Cong Li and Don Stacks
Chapter 5. Facebook
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This chapter examines how the Fortune 500 companies used Facebook for their corporate nonfinancial communication from January 2009 to December 2013. By analyzing the data collected from Facebook and other sources, we intended to answer the following questions in this chapter:
• How do the Fortune 500 companies use Facebook to communicate with their publics in general?
• How does the public engage with Facebook to communicate with the Fortune 500 companies?
• What is the best way to measure a company’s nonfinancial activeness on Facebook?
• Does a company’s Facebook nonfinancial activeness affect its business performance from a finance perspective, measured in its monthly stock return?
• Does a company’s Facebook nonfinancial activeness affect its business performance from an accounting perspective, measured ← 59 | 60 → in its quarterly total revenue, net income (or loss), earnings per share, profit margin, return on assets, and return on equity?
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