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Social Media Balanced Scorecard

Investments in online marketing are increasing continuously, as is advertising on social media. So far, however, it has been difficult to measure the reach and impact of social media and to determine the added value that social media marketing has on key corporate goals such as sales development, conversion events and customer satisfaction. The book presents an approach to break down strategic organizational and marketing goals into measurable operational goals by using the social media balanced scorecard and the strategy map. The concept presented can be used to implement performance measurement for marketing measures in the social web, thus optimizing the distribution of the marketing budget and making the effectiveness comprehensible for decision-makers.
The content
The challenge of social media and practical strategy approaches - digging data in the social web (social media monitoring and analysis, Facebook fan analysis) - Facebook Open Graph and timeline apps explained in detail - suitable KPIs for measurement and control - the social media balanced scorecard -Concept - data protection - Numerous practical examples and templates
The target groups
(Online or Social Media) Marketing Manager
Marketing Management students
Head of corporate communications, e-commerce, sales and human resources
The author
Roland Fiege is a globally sought-after consultant, author and lecturer at various universities. His focus is on social media strategy development, social media monitoring and Facebook fan analysis. His main research interests are Strategy Maps and Social Media Balanced Scorecard (SMBSC). Among other things, he is involved in the social media strategy focus group at nextcc.ch | A project of the IfM of the University of St. Gallen.

Keywords

BSC Data Protection Social Media KPIs Social Media Measuring Social Media Monitoring Social Media Strategy Web Monitoring eMetrics

Authors and affiliations

About the authors

Roland Fiege is a globally sought-after consultant, author and lecturer at various universities. His focus is on social media strategy development, social media monitoring and Facebook fan analysis. His main research interests are Strategy Maps and Social Media Balanced Scorecard (SMBSC). Among other things, he is involved in the social media strategy focus group at nextcc.ch | A project of the IfM of the University of St. Gallen.

Bibliographic information