Measuring the Impact of Social Media on Business Profit and Success ― A Fortune 500 Perspective

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 c2015 Ringgold, Inc., Portland, OR (protoview.com)

Cong Li (PhD, University of North Carolina at Chapel Hill) is Associate Professor of Advertising at the University of Miami. He has published in a number of scholarly journals inside and outside the communication field, and has won the top paper award at national advertising and communication conferences.
Don Stacks (PhD, University of Florida) is Professor of Public Relations at the University of Miami. He has earned numerous academic and professional awards for teaching and research. His publications include the Primer of Public Relations Research (Second Edition 2010) and A Practitioner’s Guide to Public Relations Research, Measurement and Evaluation (co-authored, 2010).