Cronk, Mary Elizabeth (2014) Harnessing the Power of Social Media: How Four Fortune 500 Companies Utilize Social Media. Undergraduate thesis, under the direction of Dr. Kathleen Wickham from Meek School of Journalism and New Media, University of Mississippi.
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Abstract
Harnessing the Power of Social Media: How Four Fortune 500 Companies Utilize Social Media to Drive Increased Sales and Optimize Marketing. The purpose of this study is to demonstrate how Fortune 500 companies use social media as an effective marketing strategy. The researcher interviewed social media managers and marketing professionals at the following four Fortune 500 companies in Atlanta, Ga.: The Coca-Cola Company, AT&T, United Parcel Service and Georgia Power Company. This case study found that executives at the four selected Fortune 500 companies maintain relevant social media websites and perceive company involvement as a powerful marketing tool. However, executives expressed a mutual concern over whether their social media and marketing efforts yield significant, measurable sales for the company.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Fortune 500, social media, brand, return on investment |
| Creators: | Cronk, Mary Elizabeth |
| Student's Degree Program(s): | B.A.J. in Journalism |
| Thesis Advisor: | Dr. Kathleen Wickham |
| Thesis Advisor's Department: | Meek School of Journalism and New Media |
| Institution: | University of Mississippi |
| Subjects: | A General Works > AI Indexes (General) |
| Depositing User: | Ms. Mary Elizabeth Cronk |
| Date Deposited: | 08 May 2014 19:12 |
| Last Modified: | 08 May 2014 19:12 |
| URI: | http://thesis.honors.olemiss.edu/id/eprint/59 |
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