Corporate vs. non-profit social media guidelines: an empirical evaluation (CROSBI ID 620188)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Fudurić, Morana
engleski
Corporate vs. non-profit social media guidelines: an empirical evaluation
The purpose of this paper is to explore the main characteristics of social media guidelines (SMG) of profit and nonprofit organizations and determine whether organizations communicate these guidelines effectively to employees and volunteers. We use content analysis to analyze fifty social media guidelines based on a framework formerly used to assess business documents and ethical codes. The results indicate the majority of guidelines received average scores, which implies they barely manage to stimulate change, direct action, provide facts or emphasize the importance of building trust. From a practical perspective, this research provides marketing professionals with a framework to analyze the organizations' SMGs to reveal gaps, point to opportunities for improvement or take the findings into account when developing new guidelines.
social media guidelines; CVF; nonprofit; corporate
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Podaci o prilogu
38-47.
2015.
objavljeno
Podaci o matičnoj publikaciji
Digital Publics: New Generation, New Media, New Rules PROCEEDINGS OF THE 21TH INTERNATIONAL PUBLIC RELATIONS RESEARCH SYMPOSIUM BLEDCOM
Verčič, D. ; Tkalac Verčič, A. ; Sriramesh, K., White, J.
Ljubljana: Univerza v Ljubljani
978-961-235-726-9
Podaci o skupu
Nepoznat skup
predavanje
29.02.1904-29.02.2096