How the Fortune 500 interacts with stakeholders on Twitter

ISBN-13: 9783659889479 / Angielski / Miękka / 2016 / 200 str.

Michael North

Opis

This book examines how Fortune 500 companies use Twitter on a daily basis. Chapters include an introduction explaining the importance of Twitter to companies by discussing some of the most damaging 140-character reputational mishaps and some impressive crisis management strategies executed within the Twittersphere. A comprehensive review is presented beginning with a discussion of computer-mediated communication (CMC), interactivity, word-of-mouth (WOM), message valence, and ending with a section differentiating between business-to-consumer (B2C) and business-to-business (B2B) companies. Lastly, the methodology, operationalizations, and research design are presented to examine companies' interactivity with users, message valence, how B2Bs differ from B2Cs, and how long users can expect to wait for a company to respond to their tweet.

O autorze

Michael North earned his Ph.D. from the University of Miami, studying both public relations and social media. His primary research focus centers on how businesses interact with their publics on Twitter.Currently, Michael is a professor at Central Connecticut State University in the public relations department.