Authors:
Volker Stich
;
Roman Emonts-Holley
and
Roman Senderek
Affiliation:
RWTH Aachen University, Germany
Keyword(s):
Social Media Analytics, Web Analytics, Key Figures, Social Media, Social Networks, Metrics, KPI, Key Performance Indicators, Balanced Scorecard.
Related
Ontology
Subjects/Areas/Topics:
Social Media Analytics
;
Society, e-Business and e-Government
;
Web Information Systems and Technologies
Abstract:
The main problem with social media analytics is not the abundance of measurable metrics but the lack of a
coherent structure or overview that describes and organizes metrics in order to make them useful for the
customer service of organizations. Thus, this paper aims to organize and categorize key performance
indicators (KPI) for social media on the one hand and provide a literature overview about social media in
customer service on the other hand. The KPI are grouped into six categories customer experience, customer
interaction, customer activation, customer satisfaction, reach and finance and the literature is evaluated by
three criteria. The three criteria are: social metrics, multidimensional variables and evaluation of financial
benefit. Our evaluation identifies a research gap in the social media applied in customer service. The first
results concerning the researched KPI show that a large amount of metrics is available, but only a few of
them are actually currently ap
plied by companies to evaluate their customer service.
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