Mapping and measuring Twitter engagement
Kerstetter, Kerie Ann
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This study looks at the extent to which Fortune 500 companies are engaging in dialogue on Twitter and its effects on stakeholder relationships. The researcher developed a coding scheme for Twitter based on Kent and Taylor’s (2002) five dialogic principles and four of Hon and Grunig’s (1999) relational outcomes. The results showed that organizations’ Dialogic Behavior was positively associated with Relational Effects among their stakeholder. Best practices, such as conversational banter, were found to increase the strength of the relationship. In an ad hoc analysis, social network analysis was used to explore concepts of dialogue and familiarize the field of public relations with new methods conducive to social media.