Using Facebook efficiently: Assessing the impact of organizational Facebook activities on organizational reputation

摘要

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.