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Too Hard To Measure! Measurement Of Social Media Activities. An Objective-Based Process

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  • Christopher ZERRES

    (Offenburg University, Germany)

Abstract

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.

Suggested Citation

  • Christopher ZERRES, 2021. "Too Hard To Measure! Measurement Of Social Media Activities. An Objective-Based Process," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 201-211, November.
    • Handle: RePEc:aio:manmar:v:xix:y:2021:i:2:p:201-211
    as

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    References listed on IDEAS

    as
    1. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    2. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    3. Rajagopal, 2013. "Social Media Metrics," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 7, pages 132-151, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media performance measurement; metrics; social media analytics; performance measurement process;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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