What is it about?
Social media marketing is an increasingly popular, yet little is understood as to the measurement of these campaigns, despite an increasing interest in metrics and KPI's. This paper seeks to uncover more about the strategic approaches to evaluation of social media campaigns and proposes a usable framework and definition.
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Why is it important?
Social media marketing evaluation is a valuable technique not only for calculating the success of campaigns, but also uncovering insights into consumer preference, as well as the improvement of brands own digital marketing actions in the social media arena. The social media marketing evaluation framework offers a useful staged process model for marketers to adopt as well as understanding the potential challenges which they may face.
Perspectives
This work emerged from my own curiosity as to how practitioners were managing to deal with the increasingly complex and challenging social media sphere. I was surprised to find that there were sophisticated approaches to tackling the nuances of using this medium for marketing purposes.
Mr Brendan J Keegan
Manchester Metropolitan University
Read the Original
This page is a summary of: Evaluation and decision making in social media marketing, Management Decision, February 2017, Emerald,
DOI: 10.1108/md-10-2015-0450.
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