TOO HARD TO MEASURE! MEASUREMENT OF SOCIAL MEDIA ACTIVITIES. AN OBJECTIVE-BASED PROCESS

Christopher Zerres
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Christopher Zerres: Offenburg University, Germany

Management and Marketing Journal, 2021, vol. XIX, issue 2, 201-211

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.

Keywords: social media performance measurement; metrics; social media analytics; performance measurement process (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xix:y:2021:i:2:p:201-211

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