Role of social media in public accounting firms

• Main Authors: ESCHENBRENNER, Brenda, NAH, Fiona Fui-hoon, LU, Zhiwei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Social media; Public accounting firms; Business objectives; Databases and Information Systems; Graphics and Human Computer Interfaces; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/9978; https://ink.library.smu.edu.sg/context/sis_research/article/10978/viewcontent/978_3_319_91716_0_36_pvoa.pdf
• Institution: Singapore Management University

Social media has been widely used for both professional and personal communications. Businesses recognize the importance of social media and are using them to fulfill various business objectives. In this paper, we focus on analyzing the business objectives of public accounting firms that have both a firm-wide main page and a career page on Facebook. More specifically, we compare the business objectives they are achieving with their firm-wide main pages versus career pages. We not only find differences in the objectives that are being achieved, but also identify other objectives that are not actively being pursued on either page but may be considered in the future.