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Too hard to measure! Measurement of social media activities. An objective-based process

  • 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 inadequateDespite 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.show moreshow less

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Metadaten
Document Type:Article (reviewed)
Zitierlink: https://opus.hs-offenburg.de/5240
Bibliografische Angaben
Title (English):Too hard to measure! Measurement of social media activities. An objective-based process
Author:Christopher ZerresStaff MemberORCiDGND
Year of Publication:2021
Creating Corporation:Facultatea de Economie şi Administrarea Afacerilor, Universitatea din Craiova
First Page:201
Last Page:211
Parent Title (English):Management & Marketing
Volume:XIX
Issue:2/2021
ISSN:1841-2416 (Print)
ISSN:2068-9667 (Online)
DOI:https://doi.org/10.52846/MNMK.19.2.04
URL:http://www.mnmk.ro/documents/2021_2/4-14-2-21.pdf
Language:English
Inhaltliche Informationen
Institutes:Fakultät Medien (M) (ab 22.04.2021)
Institutes:Bibliografie
Tag:Social media performance measurement; metrics; performance measurement process; social media analytics
Formale Angaben
Open Access: Open Access 
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International