SOCIAL MEDIA ANALYTICS–MEASUREMENT OF SOCIAL MEDIA EFFECTIVENESS BASED ON THE EXAMPLE OF ‘FACEBOOK KPIs’
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25 November 2022
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Today’s business environment requires not only traditional marketing activities. Furthermore, companies are more enforced to implement social media activities in their business strategy in order to stay competitive and gain valuable insights of their customers. Within today’s business environment, social media is seen as an efficient service that has to be used in order to get insights on customer needs and changing requirements and therefore be able to quickly react on them. Social media contains several channels that companies can use to get in contact with their customers easily but all social media channels that a company uses have to be monitored and measured in order to evaluate their effectiveness. Without implementing an effective monitoring and measuring process, social media activities will fail and will not result in the expected outcomes. This is not only a theoretical assumption since this is an approach that many companies already follow to avoid spending money in activities that are not bringing any added value to the company itself. Therefore the topic of “Social Media Analytics” that is highly discussed in literature also has a huge practical implication for companies using social media services actively on today’s market place. This paper provides the service of using a social media monitoring and measurement strategy following a four step approach that is often used in today’s business practice. In order to get a better understanding how this process is practically applied in today’s business environment,‘facebook’will be used as a practical service example since this is a common social media channel of which most of the …
