Social Media Metrics — A Framework and Guidelines for Managing Social Media

Kay Peters, Yubo Chen, Andreas M. Kaplan, Björn Ognibeni and Koen Pauwels

Journal of Interactive Marketing, 2013, vol. 27, issue 4, 281-298

Abstract: Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online media because of their social network structure and egalitarian nature. These differences require a distinct measurement approach as a prerequisite for proper analysis and subsequent management. To develop the right social media metrics and subsequently construct appropriate dashboards, we provide a tool kit consisting of three novel components. First, we theoretically derive and propose a holistic framework that covers the major elements of social media, drawing on theories from marketing, psychology, and sociology. We continue to support and detail these elements — namely ‘motives,’ ‘content,’ ‘network structure,’ and ‘social roles & interactions’ — with recent research studies. Second, based on our theoretical framework, the literature review, and practical experience, we suggest nine guidelines that may prove valuable for designing appropriate social media metrics and constructing a sensible social media dashboard. Third, based on the framework and the guidelines we derive managerial implications and suggest an agenda for future research.

Keywords: Social media; Key performance indicators; Dashboard; Return on investment; Learning theory; Interactionist social theory; Network theory; Attribution theory; M–O–A paradigm (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (89)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:27:y:2013:i:4:p:281-298

DOI: 10.1016/j.intmar.2013.09.007

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