Improving the benchmarking of social media content strategies using clustering and KPI
Adopting social media campaigns has been a key concern for organizations and has had impacted on organizational performance in a number of ways. Organizations have spent time, effort, and human skills on social media but this raises the need to measure the ROI of the use of social media. This paper analyzes types of social media content strategies and social media KPIs to measure the efficiency. This work is based on previous models of social media content. The paper discusses clustering to group analogue content strategies and use KPI's to analyze the strategies. There is a particular focus on social media for higher education institutions, the performance of areas of communications and the public's engagement.