TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Zerres, Christopher
T1  - Too hard to measure! Measurement of social media activities. An objective-based process
JF  - Management & Marketing
N2  - Despite increasing budgets for social media activities and a wide variety of performance measurement possibilities, many companies do not measure the performance of their social media activities. Research shows that those companies that measure the performance of social media activities use incorrect, too few or inappropriate metrics. A central problem is that there is often an inadequate performance measurement process. This article presents a process that focuses on the objectives of social media activities. In phase one of this process, suitable metrics are selected and target values are defined based on these objectives. In phase two, data are collected and analysed. Finally, actions are defined. The developed process helps companies to measure the performance of their social media activities.
KW  - Social media performance measurement
KW  - metrics
KW  - social media analytics
KW  - performance measurement process
Y1  - 2021
UR  - http://www.mnmk.ro/documents/2021_2/4-14-2-21.pdf
SN  - 1841-2416 (Print)
SS  - 1841-2416 (Print)
SN  - 2068-9667 (Online)
SS  - 2068-9667 (Online)
U6  - https://doi.org/10.52846/MNMK.19.2.04
DO  - https://doi.org/10.52846/MNMK.19.2.04
VL  - XIX
IS  - 2/2021
SP  - 201
EP  - 211
ER  -