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dc.contributor.authorPeters, K.
dc.contributor.authorChen, Y.
dc.contributor.authorKaplan, A. M.
dc.contributor.authorOgnibeni, B.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2014-06-13T12:38:47Z
dc.date.available2014-06-13T12:38:47Z
dc.date.issued2013-11
dc.identifier.issn1094-9968
dc.identifier.urihttp://hdl.handle.net/10679/365
dc.identifier.urihttp://www.sciencedirect.com/science/article/pii/S109499681300042X#
dc.description.abstractSocial 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.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.ispartofJournal of Interactive Marketing
dc.rightsopenAccess
dc.titleSocial media metrics - A framework and guidelines for managing social mediaen_US
dc.typeArticleen_US
dc.description.versionpre-print
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume27
dc.identifier.issue4
dc.identifier.startpage281
dc.identifier.endpage298
dc.identifier.wosWOS:000327915500005
dc.identifier.doi10.1016/j.intmar.2013.09.007
dc.subject.keywordsSocial mediaen_US
dc.subject.keywordsKey performance indicatorsen_US
dc.subject.keywordsDashboarden_US
dc.subject.keywordsReturn on investmenten_US
dc.subject.keywordsLearning theoryen_US
dc.subject.keywordsInteractionist social theoryen_US
dc.subject.keywordsNetwork theoryen_US
dc.subject.keywordsAttribution theoryen_US
dc.subject.keywordsM–O–A paradigmen_US
dc.identifier.scopusSCOPUS:2-s2.0-84888047300
dc.contributor.authorMale1


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