Evaluation and decision making in social media marketing
This paper discusses the relationship between social media evaluation procedures and marketing campaigns. Organizations of all sizes are becoming more invested in social media marketing, as evaluations of these forms of marketing are becoming increasingly important. The purpose of this paper is to contribute to social media strategies and to develop a model to evaluate social media performance and the challenges that arise. The authors have created six-stage framework for this purpose. Setting objectives, identifying KPI's, identifying metrics, data collection, report generation, and decision making. One challenge that the paper makes clear is the availability of social analytic tools.