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

Title
Measuring the return on communication investments on social media: The case of the higher education sector
Type
Article in International Conference Proceedings Book
Year
2017
Authors
Oliveira, L
(Author)
Other
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Figueira, A
(Author)
FCUP
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Conference proceedings International
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
Other information
Authenticus ID: P-00N-6A8
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
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