Naslov
An Analysis of Facebook Social Media Marketing Key Performance Indicators: the Case of Premier League Brands

Autori
Podobnik, Vedran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 12th International Conference on Telecommunications / Pripužic, Krešimir ; Banek, Marko - Zagreb : Sveučilište u Zagrebu, 2013, 131-138

ISBN
978-953-184-175-7

Skup
12th International Conference on Telecommunications

Mjesto i datum
Zagreb, Hrvatska, 26.06.2013. - 28.06.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Social Media Marketing; Facebook; Google Trends; Socialnumbers; Key Performance Indicators; Premier League brands

Sažetak
Many companies diligently establish their presence on Social Networking Services (SNSs) as they recognize Social Media Marketing (SMM) will be the next “holy grail of marketing”. However, yet the true value of SMM remains unclear because marketing based on social networking still defines its best practices and metrics. This paper provides a small step towards understanding how to unlock a potential of SMM through analysis of Key Performance Indicators (KPIs) for the flagship SMM platform Facebook. The case study of five largest Premier League brands analyses relationships among Facebook SMM KPIs and identifies several interesting connections. The most important managerial implication of our analysis suggests that the number of Facebook fans, although often criticized as the relevant SMM metric, is the most important SMM KPI.

Izvorni jezik
Engleski

Znanstvena područja
Elektrotehnika, Računarstvo, Ekonomija

POVEZANOST RADA