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

By Kay Peters, Yubo Chen, Andreas M. Kaplan, Björn Ognibeni, Koen Pauwels. 2013

594 citations recorded by the source corpus.

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.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6cdb6ba83bfaca7b2865a53341106a71e1b3d2dd

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Citations in the corpus

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages (2019, result): “This measure represents weaker customer engagement (Peters et al. 2013), but we expect similar results (see the appendix).”
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands (2018, background): “Mindful of the potential for messages to go viral, companies encourage their SM followers to share their posts and consider numbers of likes and shares to be effective metrics of SMM performance (Peters et al. 2013).”
“This Post is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook (2017, background): “, liking, sharing, or commenting upon a message) is valuable as marketers are increasingly relying on eWOM as a key performance indicator for advertising success (Peters et al. 2013).”
Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage (2018, background): “For instance, there is a lack of information on how the perception of the platform usage, influences the purchase behavior, whereas there are endless social media platforms for different usages and unique characteristics (Hajli et al., 2017; Peters et al., 2013).”
Evaluation and decision making in social media marketing (2017, methodology): “…2010), in addition, there has been significant activity on measurement frameworks and dashboards (Cvijikj et al., 2012; Marklein and Paine, 2013; Peters et al., 2013), and some discussion of the need to establish clearly defined goals, objectives and metrics related to the use of social media…”
Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement (2019, background): “Peters et al. (2013) propose that content characteristics (e.g., interactivity, vividness, usefulness), content domain (e.g., topic, public vs. personal), and content sentiment (i.e., positive, negative, or neutral) are important text content factors to consider.”
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “Brands empower consumers by creating opportunities to co-create brand value in the process of coming up with and sharing ideas with brands and like-minded users (Laroche et al., 2012; Peters et al., 2013).”
Influence of social media marketing communications on young consumers’ attitudes (2017, background): “Peters et al. (2013) suggest that a more holistic approach was required to effectively assess multiple elements of social media to make informed marketing communication decisions.”
Of “Likes” and “Pins”: The Effects of Consumers’ Attachment to Social Media (2015, background): “Secondly, social media in this paper is defined as an interactive platform that allows social actors to create and share in multi-way, immediate, and contingent communications (Kietzmann et al. 2011; Peters et al. 2013).”