Adoption of Social Media by Fast-Growing Companies: Innovation Among the Inc. 500

Abstract

This study examines familiarity, usage, and attitudes towards social media among the fastest growing small businesses in the US as represented by the Inc. 500. The results show that these innovators are increasingly making use of social media tools to communicate with their customers, partners and vendors. The latest data in a 4-year longitudinal study shows changes in which tools are used and how marketing managers view the role of social media in their strategic plans.