Measuring and Comparing Presence on Facebook: A Profound Understanding of your Facebook Community

Sylvi Hansen

Student thesis: Master thesis


In recent years, social media has become ubiquitous and organizations are using social media as a new communication channel. Despite all the positivism and fast adoption rates, organizations are struggling with analyzing and measuring social media. This Master’s thesis focuses on how organizations can measure and compare their social presence on Facebook. Furthermore, the thesis analyses posted content to examine if the Facebook community prefers one type over another. In the progress, a social media metrics framework is developed based on the academic literature on social media and concrete problematics that organizations are facing. The framework measures individual parameters for valuable insights and comparative parameters for assessment of the organizations’ social standing. The framework is applied on SKAT- the Danish tax authority. The individual parameters examine SKATs Facebook community for valuable innovative information and the comparative parameters analyze SKATs social standing compared to four Danish municipalities and the Australian Taxation Office. By applying advanced social analytics techniques and content analysis on social data extracted from Facebook, a profound understand of SKATs Facebook activities and social community is created. The insights of this thesis equip SKAT with valuable information that can be used as reasoning in developing social media key performance indicators so they are able to better navigate the social media jumble.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2016
Number of pages86
SupervisorsRavi Vatrapu