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Title:
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SOCIAL MEDIA IN SME - DEVELOPMENT OF A PERFORMANCE MEASUREMENT METRIC |
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Author(s):
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Jessica Koch, Lukas Nießen, Frank Hees, Ingrid Isenhardt |
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ISBN:
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978-972-8939-67-0 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Social Media, SME, performance measurement metric, Social Networks |
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Type:
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Short Paper |
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First Page:
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483 |
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Last Page:
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487 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Social Media is one of the most important trends within the internet at the beginning of the 21st century. More and more people are online and spend a lot of time using Social Media especially Social Networks like Facebook, LinkedIn and Xing. In addition to this, more and more enterprises use these networks for their marketing and to communicate with their customers. Currently large enterprises are more active concerning Social Media than small and medium-sized enterprises (SME) and often invest large amounts to use this marketing channel. The question is if and how SME can use such networks for their external communication as well. At first glance, the investment for the construction of a Social Media presence is not very high: usually creating such an internet page is for free. In contrast to this, the support needs a lot of money, time, human resources and knowledge, which is a big challenge for SME. Because of their lack of resources, it is very important for SME to use Social Media efficiently and effectively to prevent an unnecessary input of resources. This can be achieved by a special performance measurement metric. A first concept for such a metric concerning Social Media in SME is presented in this short paper. |
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