Abstract
The measurement of social media becomes crucial when businesses and organizations rely on them for word-of-mouth marketing. However, few organizations know how to quantify the impact of social media. This chapter reviews the evolution of social media and why the measurements are important. A framework based on multi-dimensional network of actors and memes provides the conceptualization of social media networks. Existing measurement frameworks based on web metrics and business objectives are different representations of this multi-dimensional network. The ultimate goal of measuring economic values needs to rely on the quantification of this network, its evolution and connection with business performance.
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Pan, B., You, Y. (2017). Conceptualizing and Measuring Online Behavior Through Social Media Metrics. In: Xiang, Z., Fesenmaier, D. (eds) Analytics in Smart Tourism Design. Tourism on the Verge. Springer, Cham. https://doi.org/10.1007/978-3-319-44263-1_12
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