Social media metrics - A framework and guidelines for managing social media

Name: Social media metrics - A framework and guidelines for managing social media
Author: Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., Pauwels, Koen Hendrik

İsim	Social media metrics - A framework and guidelines for managing social media
Yazar	Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., Pauwels, Koen Hendrik
Basım Tarihi:	2013-11
Basım Yeri	- Elsevier
Konu	Social media, Key performance indicators, Dashboard, Return on investment, Learning theory, Interactionist social theory, Network theory, Attribution theory, M–O–A paradigm
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1094-9968
Kayıt Numarası	c1a1c2ac-d7c6-4c0a-b34e-c5715baf789e
Lokasyon	Business Administration
Tarih	2013-11
Örnek Metin	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.
DOI	10.1016/j.intmar.2013.09.007
Cilt	27

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Social media metrics - A framework and guidelines for managing social media

Yazar Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., Pauwels, Koen Hendrik

Basım Tarihi 2013-11

Basım Yeri - Elsevier

Konu Social media, Key performance indicators, Dashboard, Return on investment, Learning theory, Interactionist social theory, Network theory, Attribution theory, M–O–A paradigm

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1094-9968

Kayıt Numarası c1a1c2ac-d7c6-4c0a-b34e-c5715baf789e

Lokasyon Business Administration

Tarih 2013-11

Örnek Metin 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.

DOI 10.1016/j.intmar.2013.09.007

Cilt 27