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Purpose -This study aims to propose a set of metrics in order to assess reactivity, dialogic communication and stakeholder engagement (popularity, commitment and virality): stakeholders' mood and social legitimacy on corporate Facebook pages. These metrics can offer a better understanding and measurability of this social media/social network/online communication management tool. Design/methodology/approach -Three theories (dialogic, stakeholders and legitimacy) were considered in the development of these metrics. Empirical evidence was collected from a sample of 314 European companies. Then ten active companies were used to validate the proposed metrics on Facebook.Findings -The constructed set of metrics was found to be valid and efficiently usable according to the principles of the applied theories. Moreover all the proposed metrics could be adapted for such sites as Google þ . Research limitations/implications -Limitations can only be identified within the validation process as the metrics were only applied to ten representative companies from the Eurozone. Practical implications -The proposed metrics will help users, marketing/PR/communication professionals and company managers to measure their and their competitors' popularity, commitment, virality (metrics which reflect stakeholder engagement), and the mood of stakeholders, and use content analysis in order to measure social legitimacy via CSR information disclosure on Facebook. Thus the online reputation of a company can be practically measured. Originality/value -This paper is the first proposing metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page that can be used in both academic and professional circles to a gain a better understanding of corporate online communication via Facebook.

The objective of this article is to provide an initial assessment of Facebook use by Western European municipalities considering two aspects: citizens' engagement and municipalities' activity. Data on 75 local governments in 15 countries were collected and tested for both government use and citizens' engagement. Findings show that the use of Facebook by Western European local governments has become commonplace. The audiences of the official Facebook pages are rather high, but citizen engagement in general is low. Activity levels by municipalities and engagement levels by citizens in general terms are not statistically related to municipality characteristics, Facebook page metrics, or the technological readiness of the population. It seems that channel activity is more a decision on the part of local governments than a consequence of citizen demand. This article proposes a methodology that can be used in future research to measure citizen engagement on social media (SM) platforms. Furthermore, this research highlights the importance that local governments attach to clearly establishing the main purpose of

Information systems (IS) may not improve organizational and/or companies’ performance if they are not used by stakeholders. Understanding why people continue or discontinue use of IS is crucial in increasing users’ acceptance. This article aims to analyze what is needed to perpetuate use of Facebook as a social media channel. Factors such as confirmation, perceived usefulness, social influence, satisfaction and attitude were tested for their impact on continued use intention in relation to Facebook. The inter-relations between the aforementioned constructs are tested with empirical data collected from 732 European university students. We found that social influence essentially had no effect within the model, so it seems that intention to continue using Facebook is affected mainly by stakeholders’/users’ attitude toward using this platform. Although we based the research on the IS Continuance Model, this article has extended its dimensions by incorporating (1) social influence and (2) attitude, offering the first investigation of continued use intention in relation to Facebook by testing the inter-relations between the aforementioned factors.

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