Social media metrics : are we measuring business value?

Ramanathan, Muthu & Dreiling, Alexander (2013) Social media metrics : are we measuring business value? In Lee, Jae-Nam, Mao, Ji-Ye, & Thong, James (Eds.) PACIS 2013, AIS Electronic Library (AISeL), Jeju Island, Korea. (In Press)

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Over the past few years many organizations that directly or indirectly interact with consumers have invested heavily into a social media presence. As a consequence some success indicators are openly available to users of many social media platforms, such as the number of fans (or followers, members, visitors and others) or the amount of content(tweets, images, shares or other content). Many organizations additionally track their social activities internally to understand audience reach, consumer influence, brand image, consumer preference or other key metrics that make sense for a business. However, most of the immediately available social media success metrics are activity-based and many organizations are struggling with establishing a direct relationship to business success. This paper systematically reviews some of the common social media metrics/ratings used by organisations, critically analyse its business value and identify gaps formulating research questions for empirical study and concluding with recommendations and suggestions for future research.

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ID Code: 61618
Item Type: Conference Paper
Refereed: No
Keywords: Social media metrics, Measuring social media, Tangible business value, Social media, Social networks
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2013 [please consult the author]
Deposited On: 01 Aug 2013 04:01
Last Modified: 22 Jun 2017 14:46

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