Title

Impact of Social Media on the Marketing of Professional Services: Analysis and Best Practices

Date of Award

5-20-2009

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Greta Covell Gloven

Keywords

best practices; marketing; professional services; social media

Abstract

Social media has greatly impacted how businesses market themselves. Today's popular social networking web sites have millions of visitors each month, and numerous online communities have developed through use of social networking tools, whose members have a strong influence on the buying decisions of others. Many professional service firms have been apprehensive about implementing social media into their marketing mix due to concern about the potential loss of control of their image, time constraints, as well as uncertainty regarding best practices. The results of this Capstone Project are the identification of best practices for professional service firms to utilize social media as a marketing tool, as well as a resource guide for developing and implementing a social media marketing plan.

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