TY -  JOUR
PY -  2019
SN -  1972-4861
T1 -  A systematic literature review on social media metrics
JO -  MERCATI & COMPETITIVITÀ
DA -  4/15/2019 12:00:00 AM
DO -  10.3280/mc1-2019oa7624
UR -  http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=63738
AU -  Pencarelli, Tonino
AU -  Gabriella Mele, Maria
SP -  15
EP -  38
IS -  1
VL -  
LA -  EN
AB -  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.
PB -  FrancoAngeli
ER -