Social Media Management Metrics for Business Analytics: Investigating Managerial Challenges

Matthias Trier, Christoffer Vildershøj Jensen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Organizations are increasingly required to make use of the considerable amount of data that is left behind as persistent digital traces in all social media. Consequently, IS researchers contributed first frameworks to structure the social media analytics domain. However, so far there is a lack of attention to the actual managers’ views on the use of social media based metrics and related approaches of business analytics for their decision making requirements. In this article we aim to develop a more realistic picture of this context and its challenges by exploring the experiences and views of managers that intensively work with social media in a very large international organization that is very invested and proficient in its online business. Our research reveals five organizational business analytics challenges that relate to the local contextuality of the analysis, the related difficulties with combining insights from different departments, a poor connectability with existing organizational KPI. Further, from the managers’ perspective, the measures itself were found to lack continuity and comprehensiveness. Based on these findings, we develop and offer the 5C framework as a first step towards better integrating the important needs of users and managers into the social media analytics research discourse.
Original languageEnglish
Title of host publicationECIS 2018 Proceedings
Number of pages14
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2018
Publication statusPublished - 2018
Event26th European Conference on Information Systems, ECIS 2018: Beyond Digitization – Facets of Socio-Technical Change - University of Portsmouth, Portsmouth, United Kingdom
Duration: 23 Jun 201828 Jun 2018
Conference number: 26


Conference26th European Conference on Information Systems, ECIS 2018
LocationUniversity of Portsmouth
Country/TerritoryUnited Kingdom
Internet address
SeriesProceedings of the European Conference on Information Systems


  • Social Media Management
  • Metrics
  • Business Analytics
  • Organization
  • Challenges

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