Fortune 1000 communication strategies on Facebook and Twitter

Weiting Tao · Christopher Wilson

72 citations0/0 files storedJournal of Communication Management

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Public Relations and Crisis Communication Digital Marketing and Social Media Media and Digital Communication

Abstract

Purpose – The purpose of this paper is to explore the communication strategies corporations adopt for Facebook and/or Twitter, and the consistency of communication strategies used on both Facebook and Twitter. Design/methodology/approach – A content analysis of 2011 Fortune 1000 corporate Facebook and Twitter sites was undertaken. Specially, communication strategies on 63 Fortune 1000 Facebook sites and 65 Fortune 1000 Twitter sites in January 2012 were examined. Findings – This study found that a majority of the examined Fortune 1000 companies emphasized a corporate ability communication strategy over a corporate social responsibility communication strategy on their Facebook and Twitter sites. Additionally, none of these companies used a true hybrid strategy on their social media sites (SMSs). Results also demonstrated that these companies were following the one message principle of integrated communication. Research limitations/implications – This study is limited to its samples size and the coding time frame. Practical implications – Results of this study can help public relations and corporate communication professionals leverage multiple SMSs to build strong associations, improve engagement, and strengthen relationships with target stakeholders. Originality/value – Through examining corporate communication strategies on SMSs, this study contributes to current social media research along with corporate communication/public relations scholarship. It replicated and extended prior work by examining how existing corporate communication strategies on traditional web sites were incorporated into two new mainstream media – Facebook and Twitter.

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References

2009Users of the world, unite! The challenges and opportunities of Social Media 2007Answering the Call for a Standard Reliability Measure for Coding Data 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2012Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less 2009Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles 2011Keeping up with the digital age: How the American Red Cross uses social media to build relationships 2010Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

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2018Communicating effectively about CSR on Twitter 2020The effect of CSR engagement on eWOM on social media 2018Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data 2021Theoretical Insights of CSR Research in Communication from 1980 to 2018: A Bibliometric Network Analysis

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