Mukesh and Rao_SMM_090317_final with tables and figures.pdf (946.89 kB)
Social media measurement and monitoring
chapter
posted on 2023-06-10, 00:46 authored by Mudra Mukesh, Anand RaoThis chapter highlights the role that social media measurement and monitoring (SMM) processes can play in influencing business outcomes based on consumer behaviour analysis. It classifies the performance metrics into three groups, namely: Reach helps focus on the probable size of the user base, based on the number of unique impressions, followers, shares, comments and likes. The social media measurement and monitoring process is carried out to measure and monitor social media activities so an organization can achieve its goals. The process begins with a social media audit to assess how efficiently and effectively the brand's existing social media efforts are performing, as well as evaluating where the consumers are engaging and communicating. Mapping of objectives is carried out to understand the direction of the brand with regard to its efforts on social media and what it aims to achieve.
History
Publication status
- Published
File Version
- Accepted version
Publisher
RoutledgeExternal DOI
Pages
348.0Book title
Contemporary issues in social media marketingPlace of publication
New YorkISBN
9781138679177Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Editors
Subir Bandopadhyay, Bikramjit RishiLegacy Posted Date
2021-08-31First Open Access (FOA) Date
2021-08-31First Compliant Deposit (FCD) Date
2021-08-31Usage metrics
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