Skip to main content
SpringerLink
Log in

Customer Engagement and Metrics

  • Chapter
Social Commerce

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

1. Describe the five levels of user engagement (5 Cs). 2. Describe the major engagement techniques in social commerce and implementation issues. 3. Express the role of trust in social commerce. 4. Provide examples of collaborative content creation by consumers. 5. Describe how a company can build, maintain, monitor, and repair its reputation in social media. 6. Identify several ways companies can improve their brand positions on search engine results pages. 7. Define performance metrics used to monitor, measure, and refine social commerce goals and tactics.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Abel, G. “The Positive Impact of Negative Reviews.” G2 Crowd, May 7, 2014. about.g2crowd.com/blog/positive-impact-negative-reviews (accessed August 2014).

    Google Scholar 

  • Ahmad, I., “Getting Your Readers’ Attention [Infographic]” December 21, 2013. socialmediatoday.com/content/getting-your-readers-attention-infographic (accessed August 2014).

    Google Scholar 

  • Atsmon, Y., et al. “China’s New Pragmatic Consumers,” McKinsey & Company Insights &Publications, October 2010. mckinsey.com/insights/marketing_sales/chinas_new_pragmatic_consumers (accessed August 2014).

    Google Scholar 

  • Bakas, R. “How to engage a global audience.” October 6, 2010. rickbakas.com/how-to-engage-a-global-audience (accessed August 2014).

    Google Scholar 

  • Band, W., N. Petouhoff, C. Moore & A. Magarie. “Topic Overview: Social CRM Goes Mainstream.” Forrester Research, Inc., January 5, 2010 (Updated January 26, 2010). cdn2.hubspot.net/hub/76666/file-569607040-pdf/Topic_Overview_Social_CRM_Goes_Mainstream.pdf?t=1405608182759 (accessed August 2014).

    Google Scholar 

  • Behlmann, E. “Red Cross unlocks a blood donor badge on Foursquare.” November 17, 2010. bizjournals.com/wichita/blog/2010/11/red-cross-unlocks-a-blood-donor-badge.html?page=all (accessed August 2014).

    Google Scholar 

  • Bendror, Y. “6 Ways to Measure Social Media.” February 15, 2013. webmarketingtoday.com/articles/6-ways-to-measure-social-media/ (accessed August 2014).

    Google Scholar 

  • Brusselmans, L., “A Practical Guide to More Effective Social Media Engagement.” Engagor, (2014). discover.engagor.com/download-free-ebook-a-practical-guide-to-more-effective-social-media-engagement (accessed August 2014).

    Google Scholar 

  • Burger King. “The Subservient Chicken Returns.” News and Press, April 30, 2014. bk.com/en/us/company-info/news-press/detail/the-subservient-chicken-returns-2904.html (accessed August 2014).

    Google Scholar 

  • Business Wire. “The Huffington Post Announces Record Year in Audience Growth, Video, Native Advertising, and International Expansion.” December 16, 2013. businesswire.com/businesswire.com/news/home/20131216005482/en/Huffington-Post-Announces-Record-Year-Audience-Growth#.U-iEj_ldWSp (accessed August 2014).

    Google Scholar 

  • Carr, D. F. “Business Strategy on Facebook.” BaselineMagazine, February, 2010.

    Google Scholar 

  • Chithra, M. “Viral Marketing 2012.” SlideShare presentation. January 1, 2012. slideshare.net/vishmitha/viral-marketing-11566632 (accessed August 2014).

    Google Scholar 

  • Chowney, V. “Bad Reviews Improve Conversion by 67%.” January 10, 2012. econsultancy.com/blog/8638-bad-reviews-improve-conversion-by-67#i.96madn4fqcw3rz (accessed August 2014).

    Google Scholar 

  • Cramer, B. “How should you Measure Your Share of Voice?” August 19, 2014. prdaily.com/Main/Articles/How_should_you_measure_your_share_of_voice_15816.aspx (accessed August 2014).

    Google Scholar 

  • Creamer, M. “Even Coke Can’t Teach the World to Sing in Perfect Harmony on Facebook.” Ad Age, August 11, 2011. adage.com/article/digital/coke-teach-world-sing-perfect-harmony-facebook/229229/ (accessed August 2014).

    Google Scholar 

  • Dawson, J., “Top Free Tools for SEO Provided by Google.” Social Media Today, August 3, 2014. socialmediatoday.com/content/top-free-tools-seo-provided-google (accessed August 2014).

    Google Scholar 

  • DeMers, J. “10 Online Marketing Metrics You Need to Be Measuring.” Forbes, August 15, 2014. forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/ (accessed August 2014).

    Google Scholar 

  • Dhalokia, S. “5 ways to encourage customers to share your content.” Mashable. July 12, 2011. mashable.com/2011/07/12/encourage-social-sharing/ (accessed August 2014).

    Google Scholar 

  • eMarketer, “What do Facebook users expect from brands?” eMarketer, October 7, 2011a. emarketer.com/Article/What-Do-Facebook-Users-Expect-Brands/1008630 (accessed August 2014).

    Google Scholar 

  • eMarketer. “How Well Do Companies Respond to Customer Complaints?” November 10, 2011b. emarketer.com/Article/How-Well-Do-Companies-Respond-Customer-Complaints/1008686 (accessed August 2014).

    Google Scholar 

  • Evans, D. & J. McKee. Social Media Marketing: The Next Generation of Business Engagement. Indianapolis, Indiana: Wiley Publishing, Inc. (2010).

    Google Scholar 

  • Flynn, N. The Social Media Handbook. Indianapolis, Indiana: Wiley Publishing, Inc. (2012).

    Google Scholar 

  • Gartner, Inc. “Gartner Says Majority of Consumers Rely on Social Networks to Guide Purchase Decisions.” Newsroom Press Release, July 26, 2010. gartner.com/newsroom/id/1409213 (accessed August 2014).

    Google Scholar 

  • Hanger, L. “Who’s Ignoring Their Customers? A Survey of the Largest US Retailers and Their Use of Social Media.” Conversocial Blog. November 2, 2011 conversocial.com/blog/whos-ignoring-their-customers-a-survey-of-the-largest-us-retailers-and-their-use-of-social-media#.U_A9UfldWSo (accessed August 2014).

    Google Scholar 

  • Harris, C., SEO Top Secret: How to Get Top Ranking on the First Page of Google by Search Engine Optimization (Simple Online Marketing), [Kindle Edition], Seattle, WA: Amazon Digital Services, 2013.

    Google Scholar 

  • Goodby, Silverstein, and Partners. “Case Study: Häagen-Dazs Viral Video Helps Honey Bees Cause.” (2008).

    Google Scholar 

  • feedcompany.com/wp-content/uploads/feed-company-haagen-dazs-bee-case-study.pdf (accessed August 2014).

    Google Scholar 

  • Jones, R. “5 Ways to Measure Social Media.” ClickZ. November 14, 2011. clickz.com/clickz/column/2102934/measure-social-media (accessed August 2014).

    Google Scholar 

  • Kamboe, H., “How I Raised My Klout Score From Less Than 18 More Than 43 in Less Than 90 Days.” Marketing Profs, July 31, 2014. articles/2014/25702/how-i-raised-my-klout-score-from-less-than-18-to-more-than-43-in-less-than-90-days (accessed August 2014).

    Google Scholar 

  • Kaplan, A.M., and M. Haenlein, “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons, vol. 53, issue 1, 2010.

    Google Scholar 

  • Kats, R., “Häagen-Dazs Amplifies Social Presence via Mobile Campaign” Mobile Marketer, May 30, 2012 mobilemarketer.com/cms/news/advertising/12946.html (accessed August 2014).

    Google Scholar 

  • Kolah, A., “Customer Loyalty Lessons from Häagen-Dazs.” Vocus, October 31, 2013 vocus.com/blog/customer-loyalty-lessons-from-haagen-dazs/ (accessed August 2014).

    Google Scholar 

  • Lee, M. & S. Youn, “Electronic Word of Mouth (eWom): How eWom Platforms Influence Consumer Product Judgment.” International Journal of Advertising, 28(3), pp. 473-499 (2009).

    Article  Google Scholar 

  • Marketo. “5 Ways to Encourage Customers to Share Your Content.” Marketo e-book (free). 2011. marketo.com/_assets/uploads/5-Ways-to-Encourage-Sharing.pdf?20130115221621 (accessed August 2014).

    Google Scholar 

  • McColl, P. Viral Explosions! Proven Techniques to Expand, Explode, or Ignite Your Business or Brand Online, Pompton Plains, NJ: Career Press (2010).

    Google Scholar 

  • McGrail, M. “How to Complain Effectively via Social Media”, Social Media Today, September 4, 2013. socialmediatoday.com/content/how-complain-effectively-social-media (accessed August 2013).

    Google Scholar 

  • Memmott, C. “Authors catch fire with self-published e-books.” USA TODAY. February 8, 2011. (Updated February 9, 2011). usatoday30.usatoday.com/life/books/news/2011-02-09-ebooks09_ST_N.htm (accessed August 2014).

    Google Scholar 

  • Merriman, M., “Handling Negative Feedback- A Story of Lip Balm and Soda Pop.” Social Media Today, November 17, 2011 socialmediatoday.com/content/handling-negative-feedback-story-lip-balm-and-soda-pop (accessed August 2014).

    Google Scholar 

  • Moore, P. “KitchenAid – Bad Tweets Happen to Good Brands Who Don’t Manage Social Media Risk Properly.” Marketing Nutz, October 4, 2012. pammarketingnut.com/2012/10/kitchenaid-bad-tweets-happen-to-good-brands-who-dont-manage-social-media-risk-properly/ (accessed August 2014).

    Google Scholar 

  • Morrison, M. “Burger King Resurrects Subservient Chicken.” AdAge, April 27, 2014. adage.com/article/news/burger-king-resurrects-subservient-chicken/292902/ (accessed August 2014)

    Google Scholar 

  • Patterson, L., “What You Should Measure in Your Marketing -- and Why”, Marketing Profs, July 31, 2014. marketingprofs.com/opinions/2014/25703/what-you-should-measure-in-your-marketing-and-why (accessed August 2014).

    Google Scholar 

  • Qualman, E. “Statistics Show Social Media is Bigger Than You Think.” Socialnomics, August 11, 2009. socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ (accessed August 2014).

    Google Scholar 

  • Shih, C. The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate, 2 nd Edition, Upper Saddle River N.J: Pearson Education, Inc. 2011.

    Google Scholar 

  • Wentz, L. & C. Penteado. “Banned from Cannes.” AdAge, July 22, 2011. adage.com/article/cannes-2011/banned-cannes/228883 (accessed August 2014).

    Google Scholar 

  • Yoerg, A. “‘Bee Boy Dance Crew’ Spreads Awareness of Bee Crisis.” Osocio, March 9, 2008. osocio.org/message/haeagen_dazs_viral_vid_helps_honey_bees (accessed August 2014).

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Pacific Institute for ISM, University of Hawaii, Honolulu, HI, USA

    Efraim Turban

  2. Managerial Sciences Department, University of Nevada, Reno, NV, USA

    Judy Strauss

  3. School of Business, Macao Polytechnic Institute, Rua Luis Gonzaga Gomes, Macao

    Linda Lai

Authors
  1. Efraim Turban
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Judy Strauss
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Linda Lai
    View author publications

    You can also search for this author in PubMed Google Scholar

Electronic Supplementary Material

Below is the link to the electronic supplementary material.

CHAP5 (PDF 299 kb)

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this chapter

Cite this chapter

Turban, E., Strauss, J., Lai, L. (2016). Customer Engagement and Metrics. In: Social Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-17028-2_5

Download citation

Publish with us

Policies and ethics

Search

Navigation