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

Date of Award


Document Type

Capstone Project


Applied Communication

Degree Name

Master of Professional Studies


Organiz & Prof Communication


Greta Covell Gloven


Best practices, Marketing, Professional services, Social media


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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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