Honors Theses

Date of Award

2014

Document Type

Undergraduate Thesis

Department

Journalism

First Advisor

Kathleen Wickham

Relational Format

Dissertation/Thesis

Abstract

Harnessing the Power of Social Media: How Four Fortune 500 Companies Utilize Social Media to Drive Increased Sales and Optimize Marketing. The purpose of this study is to demonstrate how Fortune 500 companies use social media as an effective marketing strategy. The researcher interviewed social media managers and marketing professionals at the following four Fortune 500 companies in Atlanta, Ga.: The Coca-Cola Company, AT&T, United Parcel Service and Georgia Power Company. This case study found that executives at the four selected Fortune 500 companies maintain relevant social media websites and perceive company involvement as a powerful marketing tool. However, executives expressed a mutual concern over whether their social media and marketing efforts yield significant, measurable sales for the company.

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