Freddie Olai Jansson
The concept of social media has created new ways for online marketing. Companies are investing resources in social media, a channel where consumers now are expecting companies to be highly present. As investments are increasing, the demands for proven results are rising. Therefore, there is now a strong need for relevant methods of measuring the results of social media.
This study intends to contribute with insights on how different measuring methods work for evaluating results in social media and how Swedish companies are currently using them.
The methods that are explored are presented as a set of key performance indicators such as reach, click through rate, shares and conversional exchange. The empirical findings indicate that Swedish companies only evaluate a few of the available metrics.
There is no univocal answer on how to measure and evaluate results in social media. Methods should be specific to each business goal and strategy. This study suggests a model for evaluating a set of key metrics in social media from an interactive perspective.