Measuring the return on communication investments on social media: The case of the higher education sector

• Type: Article in International Conference Proceedings Book
• Date: 2017

Authors

Oliveira, L (Author) Other; Figueira, A (Author) FCUP

Conference proceedings International

Title: Proceedings of the 2017 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining 2017, Sydney, Australia, July 31 - August 03, 2017

Pages: 1140-1143

9th IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2017

31 July 2017 through 3 August 2017

Indexing

Scopus - 1 Citation

Other information

Authenticus ID: P-00N-6A8

DOI: 10.1145/3110025.3123027

Abstract (EN): Measuring the return on communication investments on social media has become one of the top key issues for organizations joining social networks. However, this field has been lacking articulation between what is conveyed as social media key performance indicators and the alignment of strategic organizational goals. Therefore, we propose a methodology to measure the performance of each organization on social media, to determine their positioning in the sector and to evaluate which are the content strategies used to boost the highest performing organizations. Thus, we identify how to determine which organizations should be closely monitored within the sector and which type content strategies can foster higher organizational performance on social media. © 2017 Copyright is held by the owner/author(s).

Language: English

Type (Professor's evaluation): Scientific