Measuring Performance and Efficiency on Social Media: A Longitudinal Study

• Type: Article in International Conference Proceedings Book
• Date: 2018

Authors

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

Conference proceedings International

Title: PROCEEDINGS OF THE 5TH EUROPEAN CONFERENCE ON SOCIAL MEDIA (ECSM 2018)

Pages: 198-207

5th European Conference on Social Media (ECSM)

Limerick Inst Technol, Limerick, IRELAND, JUN 21-22, 2018

Indexing

ISI Web of Knowledge - 3 Citations

Scopus - 3 Citations

Other information

Authenticus ID: P-00Q-CRQ

Abstract (EN): A few years back organizations were rushing into social media environments following the worldwide trend to create a social presence in multiple channels and / or to explore their potential. Currently, after having gone through a period of experimentation and consolidation of that presence, it is important to understand and to report on how the performance and communication efficiency of organizations has evolved. On previous studies, where we focused on the public higher education sector, we have identified a set of organizations that presented behaviour which was typical from yearly social media adopters, with very low relative performance and communication efficiency. Using data and text mining tools, and techniques, we showed that these organizations revealed very low frequency of publication of messages and very low engagement among their audiences. At the time, the analysis of this sector posed challenges to the confirmation of whether these content strategies were representative enough and if they were a result of an effective and permanent organizational behaviour on social media, or just a result of a stage of social media adoption. In this paper, we present a longitudinal study that portrays the evolution of the organizational behaviour of these organizations on social media, concerning their relative performance and their communication efficiency after a four-year period. Our analysis is based on how and if they have evolved from that stage by fine-tuning their social media communications. We also present findings concerning the content strategy structure evolution along the past four years, concerning the type of content used in higher education institutions' social media strategies, to obtain the best possible return on engagement from the publics (fans), demonstrating how these organizations have either dropped Facebook or optimized their type of content to foster higher return. Thus, on this longitudinal study we present and benchmark the current state of performance of public higher education institutions, concerning the path they undertook in the past four years.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 10