America's Most Admired Companies Social Media Industry Divide

Abstract

While public relations and marketing research has analyzed how companies are using individual social media channels, minimal research has explored an organization's social media presence across several channels or identified differences among industries. Using theoretical guidelines for best practices, this study does both by analyzing the complete list of Fortune's "America's Most Admired Companies" (N = 417) on Facebook, Twitter, and YouTube. Results found there were differences across industries regarding their adoption and integration of best practices into their social media accounts. A list of 20 gold standard companies is provided.

Social Media in the Chemical Industry

“…The key challenge that most chemical companies face is translating their core business into a manner that appeals to a broad range of audience. Some information posted on the social media may be deemed a prohibited selective disclosure [9]. Another challenge is that a lot of companies are using the same strategies to offer the same kinds of goods and services.…”