Measuring the Success of Social Media: Matching Identified Success Factors to Social Media KPIs

Abstract

With the rise of social platforms such as Facebook, Twitter, Instagram etc., recently, a lot of excitement and optimism around the potential of corporate social media usage have emerged. Social media activities allow companies to reach an attractive mass audience segment, but just as for any other marketing medium, measurement is a critical component of success. Hence, many critical success factors (CSFs) necessary for successful B2C social media efforts have been compiled in literature over the last years. Although these CSFs are numerous, a classification for a purposeful application as well as corresponding key performance indicators (KPIs) for the concrete measurement of CSFs are missing. Therefore, first (1), this research aims at the identification of existing CSFs for social media in enterprises in literature and classifying them by their specific application. Second (2), to allow the definite measurement of CSFs, corresponding KPIs are identified and matched towards them.

Profiling Online Social Network Platforms: Twitter vs. Instagram

“…On an extension of their previous work, Stieglitz et al [50] further highlighted the need for suitable data storage and scalable and flexible software architecture to deal with the high volume of data gathered from OSN. On the other hand, Hammerl et al [26] introduced a series of critical factors and key performance indicators to OSN usage's success. The authors mentioned the indicator "Reduction of response time" as part of the critical success factor "Team".…”

Introduction to the Minitrack on Digital and Social Media in Enterprise

“…Finally, measurement is a critical component of success in digital social media implementation and strategies. To identify such measures in the enterprise social media context, Hammerl, Leist, and Schwaiger [7] conduct comprehensive literature reviews of existing critical success factors (CSFs) and key performance factors (KPIs) in order to identify CSFs for enterprise social media and classify those factors by their specific applications and to match CSFs with KPIs. The review paper, titled "Measuring the Success of Social Media: Matching Identified Success Factors to Social Media KPIs," offers useful guidelines for further DSM research.…”