Journal
PUBLIC RELATIONS REVIEW
Volume 40, Issue 3, Pages 562-564Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2014.04.006
Keywords
Social media visibility; Corporate social responsibility; Intermedia agenda-setting; Organizational social media use
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This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations' social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed. (C) 2014 Elsevier Inc. All rights reserved.
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