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

Oliveira, L , Figueira, A , Luciana Gomes Oliveira , Álvaro Figueira

ISLA — Instituto Politécnico de Gestão e Tecnologia

2017

DOI: 10.1145/3110025.3123027 Handle: http://repositorio.inesctec.pt/handle/123456789/5826

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.

Keywords

#Social media #return on investment #Key performance indicators #organizational performance evaluation #content strategy #Strategic alignment #organizational positioning #social media monitoring #Corporate communication #Key (lock) #business #Field (mathematics) #Knowledge Management #Articulation (sociology) #Performance indicator

Bibliographic Details

Publication Type Conference paper

Publication Year 2017

ISLA Authors & Affiliations

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

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Keywords

Bibliographic Details

ISLA Authors & Affiliations