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Need for Better Social Media Performance Metrics? Check out Scientific Guidelines from Peters et al. 2013

Managing social media requires a performance measurement approach that differs considerably from one used for traditional and other online media. Therefore, Peters et al. (2013) propose a theoretical framework and derive nine guidelines on how to design appropriate metrics. The article has been published as the third article in our special issue on “Social Media and Marketing” issued by the prestigious Journal of Interactive Marketing.

Social Media Metrics Guidelines and Framework

Peters et al. (2013) arrange their framework according to the classic Stimulus (Marketing Inputs) → Organism (Social Media) → Response (Marketing Outcome) paradigm. The organism, being at the core of the framework, captures four major elements of social media (motives of actors, content traveling along dyadic ties, network structure, social roles and interactions) that interact continuously, thereby altering and reinforcing each other – similar to a living organism. Understanding the relevant phenomena is essential for practitioner because a “perfect universal dashboard or social media metric” does not exist. Instead, every organization has to choose appropriate metrics that are aligned according to individual organizational goals, structures and choice of social media. However, the authors derive nine fundamental guidelines that companies should take into consideration when deciding on metrics in order to avoid frequently occurring pitfalls. In one guideline for example, the authors advise to shift from convergence to divergence, thereby allowing for adversary as a means to capture differentiation. Another guideline encourages companies to publish performance metrics so that users will be able to “play with them” and behave accordingly.

To see all guidelines, click here:

Author: Jonas

Jonas

73 Comments

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    activities organisations more helpful in Nigeria and staffing in sporting activities organisations.

    Chapter 11 is primarily based on conversation methods in athletics
    organisation. According to Awoyinfa below, interaction is a important
    factor in any organisational effectiveness because organisations can’t operate properly when conversation skills are missing among customers.
    “Because communication is the going spirit in an organisation, its absence could make organisations standstill,” asserts this writer.

    In chapters 12 to 16, Awoyinfa X-rays concepts this sort of as organisational variations and improvement in sporting activities administration leadership in sports administration and administration administration and administration of soccer as a coach educating human kinetics and health instruction in educational facilities and schools and organisation and
    administration of educational institutions at different stages
    of schooling.

    As regards manner of presentation, this text scores a move
    mark. For instance, the language is comprehensible and the ideas are brilliantly
    articulated. The simplicity of the language is envisioned, supplied
    the author’s dual expert qualifications as a lecturer
    and pastor. To make sure simple research of the text on readers’ portion, Awoyinfa highlights the targets of each chapter at the starting and ends with assessment/revision thoughts.

    What is actually much more, he creatively embroiders the textual
    content with graphics (pages 50, 97, 317, 330,
    338, 395, etc.) to enhance readers’ knowing via visual communication.
    Awoyinfa involves references at the stop of each chapter to fulfil educational obligation of source
    disclosure and give readers possibilities to go through additional.

    Inclusion of numerous references also confirms the depth of his exploration. His use of visible distinction for the phrase “Modern-day Trends” in the title is emphatically resourceful.

    If there are chapters that actually make this textual content skilled as a compendium of modern day solutions to
    the administrative and administration problems plaguing our sporting activities improvement in Nigeria, they
    are chapters four, 8, 11 and thirteen. This is because they focus on motivation, arranging, interaction and management respectively.

    In the meantime, the thematically finest chapter of all is chapter 4.
    The simple fact that it is consciously or unconsciously
    taken to be the finest chapter finds useful expression in the deeper conversation and
    cohesion involving its subject matter subject on the one hand and the outer entrance cover’s allegorical visuals or metaphorical illustrations or photos this kind of as
    purpose article, cyclists racing, a lawn tennis participant poised for motion with her bat, sprinters competing and footballers
    having difficulties for ball possession, on the other hand.
    These are visuals applied for illustration in motivational discourse.

    On the other hand, some errors are recognized in this textual content.
    The mistakes are “Acknowledgement” (web site iii), instead of “Acknowledgements” non-paragraphing of the normal initial several paragraphs
    of “Preface” “Loosing” (internet pages 396 and 404), in its place of “Shedding”, etc.
    These errors need to have to be corrected in the subsequent version.

    On a note of analytical finality, this textual content is
    a compendium of irresistible sports administration suggestions.
    It is a must-study for all stakeholders in the sports sector, specifically supervisors and directors.

    It is simply intriguing.

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