Metric proposal for customer engagement in Facebook

Abstract

Purpose – The purpose of this paper is to propose a comprehensive metric for customer engagement in Facebook, the top social networking site. Design/methodology/approach – The approach is conceptual and it makes operative customer engagement concept in the specific context that is Facebook. Findings – In the new dynamic business environment fostered by Internet, where customer value goes beyond what the customer spends on a brand or a firm, firms will be able to fine-tune their customer engagement strategy by means of the metric results and its evolution. Research limitations/implications – The paper, which provides insight and a metric for customer engagement in Facebook, is a starting point for future conceptual and empirical research that might be conducted to further refine the proposed metric. The assessment of engagement achieved as a result of actions on Facebook will allow marketers to evaluate the efficiency of the action and, through its longitudinal evaluation, the fluctuation according to different posting strategies used, so managers can see whether engagement or disengagement is happening and then make decisions about which type of content generates better engagement. Originality/value – The metric offered is unique, as it focuses on customer engagement on Facebook, and to the best of author’s knowledge, there is not any previous attempt to measure it.