Social Media Communications: A Guide for Success on Facebook

Date of Award


Document Type

Capstone Project


Organiz. & Prof. Communication

Degree Name

Master of Professional Studies


Organiz & Prof Communication


Karen Morales


Marketing; Public Relations; Facebook; Facebook User's Guide; social media; social media plan; Marketing Plan; Public Relations Plan; social media strategy


Social media platforms are having a greater effect on public relations and marketing strategy. Public relations and marketing practitioners must continue to adapt and strategize to incorporate social media as a viable tool moving forward. This begins with developing an understanding of why key stakeholders like a company or organization on Facebook. Additionally, public relations and marketing practitioners need to be educated on the specific expectations and needs of stakeholders to create engagement and long-term relationships through the use of Facebook. This capstone project investigates consumer perceptions about how relationships are managed through social media and the current state of social media use in public relations and marketing. To aid this investigation, actual Facebook users are surveyed in order to understand their expectations, and the research is used to create a social media guide for companies or organizations to follow when using Facebook.

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