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Measuring the performance of social media marketing in the charitable domain

Record type: Conference or Workshop Item (Paper)

Social media services offer a new avenue for non-profit organizations (NPOs) to initiate viral and word-of- mouth marketing. Due to the widespread adoption of these sites, there is the potential for this type of marketing to reach a large audience. The emergence of social media as a new marketing platform leads to fresh challenges in that the online nature of it creates difficulties in attributing actions of intent on social media to real, meaningful action that can help NPOs. This paper provides an interdisciplinary approach to discovering the relationship between actions on social media and the performance of NPOs’ social media marketing campaign. A framework is proposed which distinguishes, tracks and measures different stages of social media marketing activity in order to determine its success. The framework provides a number of metrics - taking into account the disciplines of computer science and management - that can be used to assess performance of NPO campaigns, and is tested on two sample charities. Future research directions for this project are then discussed

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Citation

Phethean, Christopher, Tiropanis, Thanassis and Harris, Lisa (2012) Measuring the performance of social media marketing in the charitable domain At ACM Web Science 2012 (WebSci 2012), United States. 22 - 24 Jun 2012. 6 pp.

More information

e-pub ahead of print date: June 2012
Published date: June 2012
Additional Information: ISBN 978-1-4503-1228-8
Venue - Dates: ACM Web Science 2012 (WebSci 2012), United States, 2012-06-22 - 2012-06-24
Keywords: social media, non-profit organizations, marketing, performance, measurement, web science
Organisations: Web & Internet Science

Identifiers

Local EPrints ID: 340929
URI: http://eprints.soton.ac.uk/id/eprint/340929
PURE UUID: 2fb819b9-40e1-4d00-8cd1-f09f46f64ad6
ORCID for Christopher Phethean: ORCID iD orcid.org/0000-0001-7697-6585
ORCID for Thanassis Tiropanis: ORCID iD orcid.org/0000-0002-6195-2852

Catalogue record

Date deposited: 11 Jul 2012 10:23
Last modified: 18 Jul 2017 05:40

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