{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,30]],"date-time":"2026-10-30T14:46:27Z","timestamp":1793371587409,"version":"4.5.0"},"reference-count":80,"publisher":"SAGE Publications","issue":"4","license":[{"start":{"date-parts":[[2013,11,1]],"date-time":"2013-11-01T00:00:00Z","timestamp":1383264000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Journal of Interactive Marketing"],"published-print":{"date-parts":[[2013,11]]},"abstract":"<jats:p>Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online media because of their social network structure and egalitarian nature. These differences require a distinct measurement approach as a prerequisite for proper analysis and subsequent management. To develop the right social media metrics and subsequently construct appropriate dashboards, we provide a tool kit consisting of three novel components. First, we theoretically derive and propose a holistic framework that covers the major elements of social media, drawing on theories from marketing, psychology, and sociology. We continue to support and detail these elements \u2014 namely \u2018motives,\u2019 \u2018content,\u2019 \u2018network structure,\u2019 and \u2018social roles &amp; interactions\u2019 \u2014 with recent research studies. Second, based on our theoretical framework, the literature review, and practical experience, we suggest nine guidelines that may prove valuable for designing appropriate social media metrics and constructing a sensible social media dashboard. Third, based on the framework and the guidelines we derive managerial implications and suggest an agenda for future research.<\/jats:p>","DOI":"10.1016\/j.intmar.2013.09.007","type":"journal-article","created":{"date-parts":[[2013,10,30]],"date-time":"2013-10-30T14:31:20Z","timestamp":1383143480000},"page":"281-298","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":491,"title":["Social Media Metrics \u2014 A Framework and Guidelines for Managing Social Media"],"prefix":"10.1177","volume":"27","author":[{"given":"Kay","family":"Peters","sequence":"first","affiliation":[{"name":"University of Hamburg, Esplanade 36, 20354 Hamburg, Germany"},{"name":"Graduate School of Management, University of California Davis, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yubo","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Andreas M.","family":"Kaplan","sequence":"additional","affiliation":[{"name":"ESCP Europe, 79 avenue de la R\u00e9publique, 75543 Paris cedex 11, France"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Bj\u00f6rn","family":"Ognibeni","sequence":"additional","affiliation":[{"name":"BuzzRank, Rosenstrasse 3, 20097 Hamburg, Germany"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Koen","family":"Pauwels","sequence":"additional","affiliation":[{"name":"Graduate School of Business, Ozyegin University, 34794 Istanbul, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2013,11,1]]},"reference":[{"key":"bibr1-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-009-0178-5"},{"key":"bibr2-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.67.4.1.18688"},{"key":"bibr3-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/209080"},{"key":"bibr4-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1177\/002224299706100303"},{"key":"bibr5-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0685"},{"key":"bibr6-j.intmar.2013.09.007","volume-title":"Marketing and the Bottom Line","author":"Ambler Tim","year":"2003"},{"key":"bibr7-j.intmar.2013.09.007","unstructured":"Ambler Tim, Roberts John Beware the Silver Metric: Marketing Performance Measurement Has to Be Multidimensional, Marketing Science Institute, Report #06-113 2006"},{"key":"bibr8-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.48.4.713"},{"key":"bibr9-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1110.1421"},{"key":"bibr10-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1177\/002224378201900411"},{"key":"bibr11-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-0262.2006.00709.x"},{"key":"bibr12-j.intmar.2013.09.007","unstructured":"Bandura Albert Social Learning Theory 1971 General Learning Press New York"},{"key":"bibr13-j.intmar.2013.09.007","first-page":"13","volume-title":"Psychological Processes and Advertising Effects","author":"Batra Rajeev","year":"1985"},{"key":"bibr14-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/208627"},{"key":"bibr15-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1090.0557"},{"key":"bibr16-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.10.0353"},{"key":"bibr17-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.2307\/2094309"},{"key":"bibr18-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/226505"},{"key":"bibr19-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.so.06.080180.000455"},{"key":"bibr20-j.intmar.2013.09.007","unstructured":"Buzzrank Facebook-Report, Hamburg www.buzzrank.de 2012"},{"key":"bibr21-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1126\/science.1185231"},{"key":"bibr22-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1126\/science.1207055"},{"key":"bibr23-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.01.003"},{"key":"bibr24-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0572"},{"key":"bibr25-j.intmar.2013.09.007","author":"De Haan Evert","year":"2013","journal-title":"MSI Working Paper, Report 13\u2013104"},{"key":"bibr26-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2012.01.003"},{"key":"bibr27-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-010-0200-y"},{"key":"bibr28-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.06.002"},{"key":"bibr29-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1120.0715"},{"key":"bibr30-j.intmar.2013.09.007","unstructured":"Farris Paul W., Bendle Neil T., Pfeifer Phillip E., Reibstein David J. Marketing Metrics: 50 + Metrics Every Executive Should Master 2006 Prentice Hall Upper Saddle River, NJ"},{"key":"bibr31-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/209135"},{"key":"bibr32-j.intmar.2013.09.007","unstructured":"Freeman Linton The Development of Social Network Analysis 2006 Empirical Press Vancouver"},{"key":"bibr33-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1257\/aer.100.4.1468"},{"key":"bibr34-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.004"},{"key":"bibr35-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1007\/s11002-005-5902-4"},{"key":"bibr36-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0653"},{"key":"bibr37-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/225469"},{"key":"bibr38-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.2307\/202051"},{"key":"bibr39-j.intmar.2013.09.007","first-page":"364","volume-title":"The SAGE Handbook of Social Network Analysis","author":"Hanneman Robert A.","year":"2011"},{"key":"bibr40-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0559"},{"key":"bibr41-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1177\/1094670510375460"},{"issue":"1","key":"bibr42-j.intmar.2013.09.007","first-page":"41","volume":"52","author":"Hoffman Donna L.","year":"2010","journal-title":"MIT Sloan Management Review"},{"key":"bibr43-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2012.03.001"},{"key":"bibr44-j.intmar.2013.09.007","unstructured":"Kadushin Charles Understanding Social Networks: Theories, Concepts, and Findings 2012 Oxford University Press Oxford"},{"key":"bibr45-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2009.09.003"},{"key":"bibr46-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.48.3.425"},{"key":"bibr47-j.intmar.2013.09.007","first-page":"192","volume-title":"Nebraska Symposium on Motivation","author":"Kelley Harold H.","year":"1967"},{"key":"bibr48-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jm.74.2.71"},{"key":"bibr49-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.002"},{"key":"bibr50-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.11.003"},{"key":"bibr51-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.2307\/1251955"},{"key":"bibr52-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0690"},{"key":"bibr53-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.008"},{"key":"bibr54-j.intmar.2013.09.007","volume-title":"Mind, Self and Society","author":"Mead George","year":"1934"},{"key":"bibr55-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1086\/208756"},{"key":"bibr56-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.48.3.444"},{"key":"bibr57-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0662"},{"key":"bibr58-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1120.0713"},{"key":"bibr59-j.intmar.2013.09.007","first-page":"201","volume-title":"Research in Consumer Behavior","volume":"1","author":"Park C. Whan","year":"1985"},{"key":"bibr60-j.intmar.2013.09.007","author":"Pauwels Koen","year":"2008","journal-title":"MSI Working Paper, Marketing Science Institute, Report 08-203"},{"key":"bibr61-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0684"},{"key":"bibr62-j.intmar.2013.09.007","first-page":"85","author":"Reibstein David","year":"2005","journal-title":"Marketing Science Institute Special Report"},{"key":"bibr63-j.intmar.2013.09.007","unstructured":"Scott John P. Social Network Analysis3rd ed2008 SAGE Ltd."},{"key":"bibr64-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2012.03.002"},{"key":"bibr65-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0642"},{"key":"bibr66-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jm.10.0377"},{"key":"bibr67-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.47.2.215"},{"key":"bibr68-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1177\/009207002236912"},{"key":"bibr69-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1110.1458"},{"key":"bibr70-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0682"},{"key":"bibr71-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.47.4.643"},{"key":"bibr72-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.11.002"},{"key":"bibr73-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.11.004"},{"key":"bibr74-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9780511815478"},{"key":"bibr75-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.006"},{"key":"bibr76-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0612"},{"key":"bibr77-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.001"},{"key":"bibr78-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1110.0639"},{"key":"bibr79-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1145\/2151163.2151168"},{"key":"bibr80-j.intmar.2013.09.007","doi-asserted-by":"publisher","DOI":"10.1257\/aer.101.4.1601"}],"container-title":["Journal of Interactive Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/api.elsevier.com\/content\/article\/PII:S109499681300042X?httpAccept=text\/xml","content-type":"text\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/api.elsevier.com\/content\/article\/PII:S109499681300042X?httpAccept=text\/plain","content-type":"text\/plain","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1016\/j.intmar.2013.09.007","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1016\/j.intmar.2013.09.007","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1016\/j.intmar.2013.09.007","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T23:52:37Z","timestamp":1777506757000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1016\/j.intmar.2013.09.007"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2013,11]]},"references-count":80,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2013,11]]}},"alternative-id":["10.1016\/j.intmar.2013.09.007"],"URL":"https:\/\/doi.org\/10.1016\/j.intmar.2013.09.007","relation":{},"ISSN":["1094-9968","1520-6653"],"issn-type":[{"value":"1094-9968","type":"print"},{"value":"1520-6653","type":"electronic"}],"subject":[],"published":{"date-parts":[[2013,11]]}}}