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Social Media Performance Measurement

Social Media Performance Measurement

Goetz Greve
Copyright: © 2017 |Pages: 22
ISBN13: 9781522518372|ISBN10: 1522518371|EISBN13: 9781522518389
DOI: 10.4018/978-1-5225-1837-2.ch017
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MLA

Greve, Goetz. "Social Media Performance Measurement." Decision Management: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 360-381. https://doi.org/10.4018/978-1-5225-1837-2.ch017

APA

Greve, G. (2017). Social Media Performance Measurement. In I. Management Association (Ed.), Decision Management: Concepts, Methodologies, Tools, and Applications (pp. 360-381). IGI Global. https://doi.org/10.4018/978-1-5225-1837-2.ch017

Chicago

Greve, Goetz. "Social Media Performance Measurement." In Decision Management: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 360-381. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1837-2.ch017

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Abstract

Today, companies are turning to social media as a source of marketing information. Comments posted on social network sites, tweets, and blogs provide a wealth of data for the improvement of marketing decision making. Thus, marketers are greatly interested in how marketing activities can affect certain social media metrics and to what extent each drives business performance. The purpose of the chapter is to elaborate on the performance outcomes of social media activities and the possibility to use data from these networks for marketing information systems. Thus, the chapter discusses the theoretical foundations of social media and develops dimensions for social media performance measurement. In addition, the integration of social media performance measurement into a marketing information system is discussed and implementation issues are critically evaluated. The chapter closes with an outline of further research directions and a conclusion.

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