A systematic literature review on social media metrics

Journal title MERCATI & COMPETITIVITÀ
Author/s Tonino Pencarelli, Maria Gabriella Mele
Publishing Year 2019 Issue 2019/1 Language English
Pages 24 P. 15-38 File size 0 KB
DOI 10.3280/mc1-2019oa7624
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When conducting activities on social media (SM), with strategies related to business aims, it is necessary to monitor the activity over time in order to improve the actions taken. This paper aims to provide a theoretical proposal of measurement framework, based on those analyzed through a literature review. The paper also proposes a classification of the SM performance control metrics, from which emerge five different categories of metrics: business activity, brand sharing, dimensional, engagement and business performance metrics. The research highlights: 1) the agreement among experts regarding the need to constantly measure the activity of SM marketing; 2) the need to have a measurement framework to base the control of the strategy; 3) the need to systematize measurement metrics.

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Tonino Pencarelli, Maria Gabriella Mele, A systematic literature review on social media metrics in "MERCATI & COMPETITIVITÀ" 1/2019, pp 15-38, DOI: 10.3280/mc1-2019oa7624