Using Facebook efficiently: Assessing the impact of organizational Facebook activities on organizational reputation
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 2 October 2017
Abstract
Purpose
The purpose of this paper is to assess the role of Facebook in organizational reputation management by analyzing how efficiently the most reputable companies in the USA use Facebook.
Design/methodology/approach
This study analyzed 22 companies’ efficiency in using Facebook in reputation management, using data envelopment analysis.
Findings
Results reveal that, on average, the efficient companies (n=8) posted less frequently than did the inefficient companies (n=14); companies receiving more engagements were more efficient than those receiving fewer engagements; and companies adopting one main Facebook page were more efficient than those adopting multiple Facebook pages. The size and length of history of an organization were not found to affect efficiency outcomes significantly.
Originality/value
The findings of this study will contribute to the optimization of Facebook use in organizational reputation management.
Keywords
Citation
Ye, L. and Cheong, Y. (2017), "Using Facebook efficiently: Assessing the impact of organizational Facebook activities on organizational reputation", Corporate Communications: An International Journal, Vol. 22 No. 4, pp. 440-454. https://doi.org/10.1108/CCIJ-04-2017-0036
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited