NDLI: Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations

Content Provider	IEEE Xplore Digital Library
Author	Kaske, F. Kugler, M. Smolnik, S.
Copyright Year	2012
Abstract	Since the popularity of customer-centered social media has increased substantially during the last few years, firms have been eager to profit from this trend. Given the uncertain payoffs and constraints on human resources, however, there is as yet no decision tool to help decide on social media implementation. Our paper addresses this gap by establishing a framework for assessing the profitability of customer-centered social media initiatives in organizations. We first outline the importance of customer-centered social media and demonstrate the research gap. We thereafter analyze the common characteristics of customer-centered social media initiatives and identify their main success drivers. We then combine the current knowledge on social media success drivers with the return on investment (ROI) research stream by proposing a balanced framework towards measuring the ROI of customer-centered social media projects. The proposed framework balances a project's high uncertainty with managers' need for hard facts. In a first step towards the framework's validation, we use 12 empirical examples to showcase the proposed framework's application.
Starting Page	3898
Ending Page	3907
File Size	380628
Page Count	10
File Format	PDF
ISBN	9781457719257
ISSN	15301605
e-ISBN	9780769545257
DOI	10.1109/HICSS.2012.504
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-01-04
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Media Investments Profitability Measurement Organizations Monitoring Conceptual Framework Social Media Web 2.0 Return on Investment Customer Knowledge Management
Content Type	Text
Resource Type	Article

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