Impact of Social Media on Relationships between Organizations and Their Publics: Examining Communication, Trust, and Transparency
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
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.
Gordon, Heidi, "Impact of Social Media on Relationships between Organizations and Their Publics: Examining Communication, Trust, and Transparency" (2010). University College: Organizational and Professional Communications Capstones. 41.