Social media and performance measurement systems: towards a new model?

Abstract

Purpose – The purpose of this paper is to analyse how social media (SM) influence performance measurement systems (PMS), examining changes in measurement methods, performance indicators and their application. Design/methodology/approach – The framework of the research was constructed to cover the technical component of PMS (measurement methods and indicators) and the use of the information obtained from SM. Empirically, the study is based on a set of case studies in eight companies. Findings – The study findings offer a theoretical and empirical framework to evaluate PMS in the era of SM. It provides a classification of SM metrics, key performance indicators correlated to their use within different departments belonging to eight companies, highlighting the benefits and threats of SM information for PMS. Research limitations/implications – The limitation of this study is the diversity of industries included into the multiple-case study. The authors choose cases with the aim of providing a broader view on the impact of SM on PMS. However, the results show the dependency of use and type of measurement on certain industries, requiring future research focused on specific sectors or PMS aspects. Practical implications – The paper provides a map of SM information measurement methods and use, which allows companies to position themselves and examine PMS evolution. Originality/value – The results of the paper propose a holistic model, employing SM as a new variable in PMS.