Wednesday, March 19, 2014

Academic experts identify 9 guidelines to consider when constructing social media dashboards

NEW YORK – A recently published academic journal article provides details on how to construct a social media dashboard for marketing, offering a context and framework for this process: “Social Media Metrics – A Framework & Guidelines for Managing Social Media” (Journal of Interactive Marketing®, Vol. 27, Issue 4, November 2013).

The Journal of Interactive Marketing® is a quarterly academic journal published by Elsevier, Inc., on behalf of Marketing EDGE, a nonprofit education organization formerly known as the Direct Marketing Educational Foundation, and the recent November issue is completely devoted to social media marketing, management and metrics.

SOCIAL METRICS FRAMEWORK & GUIDELINES: A framework is offered for social media measurement, incorporating motives, content and network structures. Nine guidelines for identifying the right social media metrics and building a corresponding dashboard for measurement are offered and include:

  1. Transition from control to influence: Consumers are equal players in social media – building and maintaining influence is the goal, control over consumers is no longer possible.  
  2. Shift from states and means to processes and distributions: Measurement of dynamic social interaction matters more than measurement of states. A “state” may include a count of “likes” and “followers,” for example.  
  3. Shift from convergence to divergence: Social media conversation by consumers may not be a uniform, lockstep process in tone and context. Sometimes adversity can work to the advantage of the brand.  
  4. Shift from quantity to quality: Social interaction matters most – a “like” is worth less than a “share” or a “comment” and engaged dialogue, on service or related topics, is more valuable than mere volume.  
  5. Leverage transparency and feedback-loop on metrics: Because most social platforms transparently show measurements and scores, the brand may be able to harness the consumers’ desire to achieve high scores (think Klout, among others).  
  6. Balance the metrics: Metrics of states (number of likes, for example) need to be augmented by dynamics (growth of likes) and interaction (“talkabouts” and sharing) to give managers a truer picture of influence.  As time goes on, the shift in user base (early adopters tend to be heavy users) needs to be analyzed and accounted for.  
  7. Cover general to specific: Consumers may use specific platforms for specific content, but there are also spill-over, cross-platform users (which Klout measures), measurements within any social platform (Edgerank) and social interaction measures (Buzzrank) – which managers should be able to account for in their dashboards.  
  8. Shift from urgency to importance: Establish a “corridor of comfort” zone within which conversations, sentiments and moods of the audience are allowed to jell without interference from the brand. Not every expression requires urgent action.  
  9. Balance theory and pragmatism: Social media mimic social systems, and this field is emerging. Make sure the metrics that are tracked and reported are relevant to brand and business management objectives.

EXPERTS: Five co-authors, Kay Peters (University of Hamburg, University of California-Davis), Yubo Chen (Tsinghua University), Andreas M. Kaplan (ESCP Europe), Björn Ognibeni (BuzzRank) and Koen Pauwels (Ozyegin University)

Journal of Interactive Marketing Editor: Charles Hofacker (Florida State University)

EDITORIAL INTERVIEW ARRANGEMENTS:  Contact Chet Dalzell for editorial interview arrangements, article support and conference speaking: 917.608.2251, email

A print or soft copy of the Journal is also available to editors and reporters upon request.

About Journal of Interactive Marketing
The Journal of Interactive Marketing (JIM) is a premier academic research journal which serves as a catalyst for identifying issues and shaping ideas associated with the expanding electronic, interactive, and direct marketing environments. JIM publishes leading-edge, high-quality and original results, methodologies, theories, concepts, models and applications on any aspect of interactive marketing. JIM has no preferred or disallowed methodologies, but is open to conceptually rigorous approaches of any type. Articles address current or emerging managerial problems and have the potential to impact practice and theory in digital marketing and related areas. For subscription information, visit:

About Marketing EDGE
Headquartered in New York City, Marketing EDGE works to Educate, Develop, Grow, and Employ college students in the field of marketing, thereby, expanding and enriching the talent pool of market-ready professionals. In June 2013, in response to the shifts within the marketing field, the organization changed its name from Direct Marketing Educational Foundation (DMEF) to Marketing EDGE.  The name better reflects how it is serving the dynamic field of marketing; connecting with students, academics, career centers, corporations, and independent professionals; and streaming top talent into the industry.

As a 501(c)(3) nonprofit organization, tax deductible contributions from individuals and corporations are the lifeblood of Marketing EDGE.  Today, we are recognized as the only nonprofit organization solely dedicated to students through scholarships, education, career development and job placement, empowering the next generation of marketing leaders.  For additional information about Marketing EDGE, its mission and its programs, visit:


Media Contact for Marketing EDGE and Journal of Interactive Marketing
Chet Dalzell