A Fortune 500 Perspective
Cong Li and Don Stacks
1. As argued in Jennings, Blount, and Weatherly (2014), establishing a clear policy for employees with regard to their social media usage is vital for today’s businesses because employees’ activities on social media may bring unforeseen challenges to the business, ranging from financial to legal and ethical.
2. As seen in Fisher (2009), measuring ROI in social media is very important but quite difficult. Many “ROI calculators” have been developed in the past, but they are quickly dismissed and considered unworkable.
3. There has been a large amount of research on social media in the past 2 decades (see, e.g., Khang, Ki, & Ye, 2012, and Wilson, Gosling, & Graham, 2012), most of which has focused on Facebook and Twitter. In this book we included only a few of the references that are more recent and more closely relevant to our specific research.
4. How these five nonfinancial indicators are specifically defined and calculated will be explained in more detail in Chapter 8.
5. The pilot test was conducted in March 2013. The nonfinancial indicators from the five social media platforms were collected first. Then, each public company’s stock price and earnings per share were recorded on March 22, 2013, and its net income (or loss) in 2012 was also recorded. Each company’s ranking was based on the 2013 Fortune 500 list. ← 137 | 138 →
6. The pilot test suggested several significant results. First, a...
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