Management Of Social Media On Corporate Transparency And Empirical Research

The world's financial system is shaking because of the "Sub-prime loans crisis".We are entering a era of unprecedented transparency. Meanwhile, the coming era of social media indisputablely effects the transparent reform. People began to truly take part in the media with interactive feature, engage in dialogue, creating public opinion, foster trust, and establish communities. Whether the enterprise can effectively use social media to implement transparent management is important for establishing a corporate brand image and building good public relations.First, "Transparent management" and "social media" are defined and anaylsed in this paper respectively. Based on the relationship between enterprise and traditional media, it illustrates the relationship between the rise of social media and implementation of transparent.The paper treat BBS\Blog\Video\SNS as the comprehensive representative of Social media, construct a regression analysis research to study the relationship between social media and transparent management. The main conclusions are:The level of transparency would be impacted by the extent of social media's attention. Company would be more transparent if it got more attention from social media. There is a notable disparity of level of transparency between company who met with the serious web crisis and who did not, which illustrate that there is a big progress of transparency. The study also shows the different patterns of Social Media would have different impact on transparent management. Practically, "BBS" nowadays has a notable impact on transparent management in China, blog\video and sns have not much impact on companies right now because their short time of development and limited usage.At the end, this paper gave assessment method of the performance of social media refers to the status of fist class company which using it.