Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis

详细信息	查看全文 | 推荐本文 |

• 作者：Marcia W. DiStaso ; ^{mwd10@psu.edu} ; Denise Sevick Bortree ^{dsb177@psu.edu}
• 关键词：Transparency ; Social media ; Triangulation
• 刊名：Public Relations Review
• 出版年：2012
• 期刊代码：71_03638111
• 类别：bus
• 出版时间：September, 2012
• 卷：38
• 期：3
• 页码：511-514
• 文件大小：142 K

摘要

With the decline of public trust in corporate America, organizations must consider ways to improve their relationships with key publics. One of the best strategies to build trust is through engaging in transparent communication (). The increase in the popularity of social media has brought both challenges and opportunities for organizational transparency. This study used multiple methods to explore whether public relations professionals believe they are using social media to communicate transparently, to investigate how social media can be used to improve transparency along with its benefits and challenges, and to identify how transparency is used in social media campaigns.