Social Media Metrics — A Framework and Guidelines for Managing Social Media

Peters, Kay; Chen, Yubo; Kaplan, Andreas; Ognibeni, Björn; Pauwels, Koen

doi:10.1016/j.intmar.2013.09.007

Cited by 471 publications

(329 citation statements)

References 69 publications

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“…Social media allows for ease of partnering and engagement between firm and customer [21]. The company's actions, including the service delivery effort, are more transparent and visible in social media.…”

Section: H1mentioning

confidence: 99%

“…They are also an important enabler of customer socialization and communication, because they provide an easy and convenient way for people to communicate over the internet [36]. Customers have increased control over the content and can manage its intensity and meaning in multiple ways [21]. Therefore, the difference between hotline and social media is expected to moderate the impact of customer satisfaction on outcomes such as loyalty, word-of-mouth communication, and cross-selling.…”

Section: Outcome Intentionsmentioning

confidence: 99%

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Usage of Social Media Systems in Customer Service Strategies

Rossmann

Wilke²,

Stei

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

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This paper examines the efficacy of social media systems in customer complaint handling. The emergence of social media, as a useful complement and (possibly) a viable alternative to the traditional channels of service delivery, motivates this research. The theoretical framework, developed from literature on social media and complaint handling, is tested against data collected from two different channels (hotline and social media) of a German telecommunication services provider, in order to gain insights into channel efficacy in complaint handling. We contribute to the understanding of firm's technology usage for complaint handling in two ways: (a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels and (b) by comparing the impact of complaint handling quality on key performance outcomes such as customer loyalty, positive word-of-mouth, and crosspurchase intentions across traditional and social media channels.

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Section: H1mentioning

confidence: 99%

Section: Outcome Intentionsmentioning

confidence: 99%

Usage of Social Media Systems in Customer Service Strategies

Rossmann

Wilke²,

Stei

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

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“…Se diagnostican los impulsores del rendimiento a partir de la fase de definición, y se identifican las oportunidades para la mejora del programa de comunicación en las redes sociales partiendo de análisis cuantitativo y cualitativo (fases de diseño y de despliegue). De ello surge un panel de información con datos relevantes para los intereses a corto y largo plazo (Peters et al, 2013). La participación en las redes sociales debe ir precedida de un análisis sobre objetivos, recursos (humanos y materiales) y esfuerzos.…”

Section: Innovación Teóricaunclassified

Algoritmos sobre el impacto de los medios de comunicación en medios sociales: estado de la cuestión

Gascón

2017

icono14

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La relación entre medios de comunicación y los medios sociales está acentuándose en plena Sociedad de la Banda Ancha. Mientras los mass media se plantean la difusión de los contenidos en redes sociales como una obligación, los algoritmos y las métricas de análisis en estas redes se multiplican para objetivizar el rendimiento que la empresa informativa puede obtener de su actividad virtual. En este artículo de innovación teórica se exponen las métricas utilizadas en función el objetivo a conseguir, y se incide en el análisis de sentimiento, que permite conocer si la reacción del lector a las unidades de contenido de los medios de comunicación es positiva, neutra o negativa. Se concluye que la medición de la polaridad de los comentarios del lector ayuda a la empresa informativa a mejorar la experiencia del receptor gracias sobre todo a la interactividad.

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“…Recent research has advocated the value of social media interactions for companies that propose conceptual frameworks to manage brands (Gensler et al 2013) and customers (Malthouse et al 2013), develop metrics (Peters et al 2013), and assess the marketing potential in the social media context (Yadav et al 2013). However, there is a need for a deeper understanding of the implications of social media , specifically one based on empirical evidence.…”

Section: Introductionmentioning

confidence: 99%

The effect of social media interactions on customer relationship management

Maecker

Barrot

Becker

2016

Bus Res

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In recent years, social media have become a popular channel through which customers and companies can interact. However, companies struggle to assess whether their investments in establishing and maintaining brand pages in social media actually meet their high expectations with respect to developing and retaining customers. Based on three empirical studies, the authors explore the role of interactions through corporate social media channels, such as Facebook brand pages, in customer relationship management. The results indicate that social media interactions indeed ease the upselling efforts and reduce the risk of churn. These positive effects offset the observed increases with regard to the number of service requests and the higher overall service cost. Thus, we ultimately find customers who interact with the brand on social media to be more profitable.

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Social Media Metrics — A Framework and Guidelines for Managing Social Media

Cited by 471 publications

References 69 publications

Usage of Social Media Systems in Customer Service Strategies

Usage of Social Media Systems in Customer Service Strategies

Algoritmos sobre el impacto de los medios de comunicación en medios sociales: estado de la cuestión

The effect of social media interactions on customer relationship management

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