An Integrated Marketing Communications Perspective on Social Media Metrics

Abstract

Marketers are being inundated with social media metrics, but there is little consensus on what one should be measuring, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by adopting an integrated marketing communications perspective. By screening extant metrics for alignment with social media communications objectives, seven key social media metrics are identified. These metrics are then described and their application to social media marketing from an integrated marketing communications perspective is discussed. Finally, limitations of the metrics are considered to arrive at suggestions for future research.

Keywords: social media, metrics, integrated marketing communications

JEL Classification: M30, M31, M37