An Integrated Marketing Communications Perspective on Social Media Metrics

International Journal of Integrated Marketing Communications, Spring 2013

31 Pages Posted: 17 Jun 2013 Last revised: 8 Feb 2016

See all articles by Victor A. Barger

Victor A. Barger

University of Wisconsin-Whitewater

Lauren Labrecque

Loyola University of Chicago

Date Written: May 31, 2013

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

Suggested Citation

Barger, Victor A. and Labrecque, Lauren, An Integrated Marketing Communications Perspective on Social Media Metrics (May 31, 2013). International Journal of Integrated Marketing Communications, Spring 2013. Available at SSRN: https://ssrn.com/abstract=2280132

Victor A. Barger (Contact Author)

University of Wisconsin-Whitewater ( email )

Hyland Hall 3424
800 W Main St
Whitewater, WI 53190
United States
+1 (262) 472-4958 (Phone)

HOME PAGE: http://victor.barger.us/

Lauren Labrecque

Loyola University of Chicago

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