Impact of Social Media on Relationships between Organizations and Their Publics: Examining Communication, Trust, and Transparency

Date of Award


Document Type

Capstone Project


Organiz. & Prof. Communication

Degree Name

Master of Professional Studies


Organiz & Prof Communication


Allison Friederichs


B2C; communication; consumers; impact of social media; organizations; relationships; social media; transparency; trust


The growing use of social media as a common point of contact between U.S. organizations and their target publics suggests that the relationships between these groups may be changing. As organizations dedicate additional resources to this new relationship marketing tactic, a better understanding is needed to guide the direction of their investment and identify its potential returns. This Capstone project examined the elements of communication, trust, and transparency from the perspective of both organizations and consumers. Primary and secondary research provided results about each group's perceptions and realities as related to active social media engagement. Conclusions are discussed and strategies provided to inform organizations on developing, sustaining, or enhancing their relationships with target publics' through social media engagement.

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