How public relations executives perceive and measure the impact of social media in their organizations

► We examined the opinions of 25 public relations executives about social media. ► This identified challenges and opportunities in use and measurement. ► Includes lists of what executives want to know about social media and its measurement. Decisions about social media in organizations are not made lightly. Corporate executives are faced with an ever changing and in many cases, uncontrollable opportunity with social media. This study provides insights obtained from 25 interviews with communication and public relations executives to identify their opinions about what drives social media in organizations, what challenges they face, and what questions they have about social media and its measurement.