Evaluation framework for social media brand presence

Social media have transformed the traditional marketing communication, resulting in companies evolving their customer approach and integrating social media into their marketing strategies. Although numerous examples of using social media platforms for marketing purposes exist, and despite the various efforts from the companies and the general popularity of the medium, measuring the effectiveness is elusive. An approach towards overcoming these challenges is examination of the activities undertaken by the companies and the consumers’ responses to them in the form of measurements and use of analysis tools. To contribute in this direction, we propose an evaluation framework that allows companies to perform social media analytics through continuous monitoring of the content and activities on their social media marketing channels, and to measure the effectiveness of social media utilization for marketing purposes. We describe the specific methods and illustrate the application of the proposed approach using a Facebook brand page case study. Finally, we discuss the benefits it brings to the companies.