Improving the benchmarking of social media content strategies using clustering and KPI

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

Authors

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

Conference proceedings International

Title: CENTERIS 2017 - INTERNATIONAL CONFERENCE ON ENTERPRISE INFORMATION SYSTEMS / PROJMAN 2017 - INTERNATIONAL CONFERENCE ON PROJECT MANAGEMENT / HCIST 2017 - INTERNATIONAL CONFERENCE ON HEALTH AND SOCIAL CARE INFORMATION SYSTEMS AND TECHNOLOGIES, CENTERI

Pages: 826-834

International Conference on ENTERprise Information Systems (CENTERIS) / International Conference on Project MANagement (ProjMAN) / International Conference on Health and Social Care Information Systems and Technologies (HCist)

Barcelona, SPAIN, NOV 08-10, 2017

Indexing

ISI Web of Knowledge - 5 Citations

Scopus - 8 Citations

Other information

Authenticus ID: P-00N-A0B

DOI: 10.1016/j.procs.2017.11.107

Abstract (EN): The organizational impacts of adopting social media have been on the top key concerns of organizations entering these environments. Organizations are, in fact, allocating time, effort, skills, human resources and technology and this raises the constant need to measure the ROI and legitimize the use of social media in the context of organizational development. However, how can organizations attempt to measure the efficiency and return on investments on a social media content approach that has not been strategically designed? In this paper, we report on previous research which we have further developed into a more comprehensive and solid analysis of types of social media content strategies that are being implemented in the Higher Education Sector, using clustering to group analogue content strategies and social media KPI to measure the efficiency of each of the main i. This work is based on a previously proposed editorial model for the design of social media content strategies for Higher Education Institutions, and results show which are the most relevant strategic areas of communication and corresponding return, in terms of publics' engagement, that organizations can obtain. (C) 2017 The Authors. Published by Elsevier B.V.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 9