NDLI: Evaluation framework for social media brand presence

Content Provider	Springer Nature Link
Author	Pletikosa Cvijikj, Irena Dubach Spiegler, Erica Michahelles, Florian
Copyright Year	2013
Abstract	Social media have transformed the traditional marketing communication, resulting in companies evolving their customer approach and integrating social media into their marketing strategies. Although numerous examples of using social media platforms for marketing purposes exist, and despite the various efforts from the companies and the general popularity of the medium, measuring the effectiveness is elusive. An approach towards overcoming these challenges is examination of the activities undertaken by the companies and the consumers’ responses to them in the form of measurements and use of analysis tools. To contribute in this direction, we propose an evaluation framework that allows companies to perform social media analytics through continuous monitoring of the content and activities on their social media marketing channels, and to measure the effectiveness of social media utilization for marketing purposes. We describe the specific methods and illustrate the application of the proposed approach using a Facebook brand page case study. Finally, we discuss the benefits it brings to the companies.
Starting Page	1325
Ending Page	1349
Page Count	25
File Format	PDF
ISSN	18695450
Journal	Social Network Analysis and Mining
Volume Number	3
Issue Number	4
e-ISSN	18695469
Language	English
Publisher	Springer Vienna
Publisher Date	2013-08-21
Publisher Place	Vienna
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Social networks Facebook Social media marketing Effectiveness evaluation Social media analytics Data Mining and Knowledge Discovery Complex Networks Game Theory, Economics, Social and Behav. Sciences Statistics for Social Science, Behavorial Science, Education, Public Policy, and Law Methodology of the Social Sciences
Content Type	Text
Resource Type	Article
Subject	Information Systems Human-Computer Interaction Communication Computer Science Applications Media Technology

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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