دانلود رایگان مقاله چهارچوب و راهنما برای مدیریت رسانه های اجتماعی

Abstract

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. © 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

Summary

Social media are becoming ever more ubiquitous and important for marketing purposes. However, social media are substantially different from traditional or other online media due to the network structure and their egalitarian nature. As such, they require a distinct approach to management. A prerequisite for managing social media is their effective measurement. Marketing or subsumed social media dashboards, a sensible collection of key performance metrics linking marketing input via metrics to (financial) outcomes, are the tool of choice — but how should organizations design their dashboard metrics for social media? Due to the huge variety of (and still emerging new) social media and the specific needs of brands, there is no silver-bullet kind of metric or metric compilation that addresses all requirements for all brands alike. However, due to the shared fundamentals of social media there are common threads that allow at least a unified approach to the construction of appropriate metrics and subsequently dashboards. To help organizations in developing and employing such an appropriate compilation of metrics, we provide them with a tool kit consisting of three novel components: First, we theoretically derived and proposed a holistic framework that covers the major elements of social media, drawing on theories from sociology, marketing, and psychology. We continued 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 have provided nine generalizing guidelines that may prove valuable for designing appropriate social media metrics and constructing sensible dashboards. Third, based on the framework and the guidelines we derived managerial implications and suggested an agenda for future research. We hope that these contributions may provide a reasonable tool kit for research and practice when analyzing, understanding, and managing social media.