A Fortune 500 Perspective
Cong Li and Don Stacks
The idea of writing this book originated from a casual chat one afternoon about how social media are affecting everybody’s life, both college professors and students alike. As an advertising professor and a public relations professor respectively, we have noticed something in common in our teaching: Students are showing a growing interest in knowing how to use social media for different purposes, such as a public relations campaign. Numerous industrial cases suggest that social media are becoming important for organizational communication, especially nowadays. However, people in different disciplines seem to disagree on how to measure the outcome of using social media. For example, advertising professionals may be more interested in the change of brand awareness whereas public relations practitioners may attach more importance to brand reputation. On the other hand, people in a management position tend to think financial outcomes such as sales and net incomes matter the most. Such a discrepancy poses a significant challenge to our teaching and students’ learning.
What is the “right” way to teach students how to measure the outcome of an organization’s activities on social media? Or, should we ← VII | VIII → say, is there a “right” way to teach students how to measure the outcome of an organization’s activities on social media? For example, an organization may have an impressive number of “likes” on its Facebook page and numerous “followers” on its Twitter account, but does that mean anything from a business performance perspective? In other words, is it worth...
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