La misurazione dell'efficacia della comunicazione aziendale sui social network: una proposta metodologica

Stefano Pace, Stefano Buzzanca and Luciano Fratocchi

Micro & Macro Marketing, 2013, issue 3, 471-502

Abstract: User-Generated Content characterizes the interactions between companyand customers. Comments and contributions provided by customersin social media platforms represent a relevant input for companies'marketing decisions. A firm cannot avoid this interaction with its customerswithin social media. Any firm is already part of spontaneous onlineconversations that cannot be managed by the company. Social mediarepresent an opportunity for Small-Medium Enterprises, which canreach a wide audience of prospects with a small communication budget.This opportunity can be caught if the company is able to measure itscommunication strategy in a social media platform. The article presentsa model to measure and analyze the interactions between a companyand social media users. The model classifies the interaction accordingto some parameters, such as an index of intensity and quality of thediscussion. Starting from these parameters, the management can drawsome hints about the effectiveness of communication in a social mediaplatform. To verify the mentioned model, it has been applied to the interactionsof an entrepreneur in newsgroups and Facebook. The indexesallow to identify some critical points in the communication process andto have suggestions on how to improve it.

Keywords: social network; social media; Facebook; Social Network Analysis; Pmi; newsgroups. (search for similar items in EconPapers)
Date: 2013
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