A performance measurement system to quantify the contribution of social media: new requirements for metrics and methods

Abstract

Purpose The purpose of this paper is to focus on measuring the contribution generated by social media when used for business purposes, distinguishing between metrics and methods for data collection and data analysis. Organizations worldwide have widely endorsed social media, but available studies on the contribution generated by these technologies for organizations are fragmented. A performance measurement system (PMS) framework to monitor social media is theoretically derived, highlighting the methods for data collection and data analysis and metrics to quantify social media impacts in terms of financials, network structure, interactions, conversations and users’ opinion. Design/methodology/approach This is a qualitative research based on a literature review of papers in management, information technology, marketing and public relations. Findings A PMS framework to quantify the contribution of social media is theoretically derived, distinguishing between metrics and methods. PMS metrics support the measurement of the financial and relational impact of social media, as well as the impact of social media conversations and users’ opinions. PMS methods comprise different approaches for data collection and data analysis that range from manual to automated data collection and from content to sentiment analysis techniques. Originality/value The PMS framework contributes to the academic literature by integrating a unique model of the available approaches for social media measurement that can serve as a basis for future research directions. The framework also supports practitioners that face necessity to quantify financial and relational contributions of social media as well as the contribution of social media conversation and users’ opinion.