Abstract
Business-to-business firms are increasingly using social media to engage with their customers and develop their relationship with them. As such, firms must be able to gauge the performance of their social media posts against defined marketing objectives. This article presents a methodology to determine how well companies are meeting their social media objectives at each stage of the relationship life cycle. This methodology adopts the proportional reduction in loss reliability measure developed by Rust and Cooil. Using this measure, the article provides a step-by-step template for marketers to evaluate their social media content in light of set social media objectives.
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