دانلود رایگان مقاله انگلیسی ارزیابی و تصمیم گیری در بازاریابی رسانه های اجتماعی - امرالد 2017

Introduction

Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communications channel has presented many challenges for marketers. It is considered to be different to traditional marketing channels, and even other digital marketing channels, centring around a two-way conversation or exchange (Bacile, Ye and Swilley, 2014; Shih, 2009). Many organisations are investing in their social media presence because they appreciate the need to engage in existing social media conversations in order to protect their corporate or brand reputation (Lee and Youn, 2009), increase customer engagement (Gummerus, Liljander, Weman and Philstrom, 2012) or increase online sales (Tsimonis and Dimitriadis, 2014). As organisations increasingly develop their social media presence, it is vital to be able to evaluate the impact of this investment, including its contribution to achieving marketing objectives, as well as more generally understanding any return-on-investment (ROI) (Pang and Lee, 2008; Fisher, 2009; Kumar and Mirchandani, 2012; McCann and Barlow, 2015).

Conclusion

Summary

This research contributes to knowledge and theory in the area of SMM strategy. First, it proposes the Social Media Marketing Evaluation Framework that identifies the stages in the decision-making associated with the evaluation of social media campaigns: Setting evaluation objectives, Identifying KPI’s, Identifying metrics, Data collection, Report generation, and Management decision making. Furthermore, discussion with marketing practitioners has identified challenges associated with each stage in the SMM evaluation cycle. Whilst some of the challenges relate to practical considerations such as the availability of effective analytics tools, the biggest challenges lie in the evolution of the relationship between the agency and their clients, in a realm in which marketing and its evaluation continues to require learning and adaptation on the part of both agencies and clients.