ABSTRACT

Social media has become a strategic tool for businesses and nonprofit organizations to connect with audiences. However, no comprehensive framework exists to support the continued improvement of social media outcomes. This work draws on prior studies related to social media analytics and user engagement to develop an overarching, analytics-driven process for social content strategy development and improvement. The process provides firms with a set of procedures to regularly assess competitors’ and possibly their own content topic posting activities. It then outlines steps to measure the influence of content topics and post characteristics on engagement outcomes and use the garnered insights to drive future posting activities. A proof-of-concept case in the healthcare context is presented to demonstrate the feasibility of the proposed process.

摘要

社交媒体已成为企业和非营利组织与受众联系的战略工具。然而，没有全面的框架来支持社交媒体成果的持续改进。这项工作利用与社交媒体分析和用户参与相关的先前研究，为社交内容策略的开发和改进开发了一个总体的、分析驱动的过程。该流程为公司提供了一套程序来定期评估竞争对手的以及可能是他们自己的内容主题发布活动。然后，它概述了衡量内容主题和帖子特征对参与结果的影响的步骤，并使用获得的见解来推动未来的发布活动。提出了医疗保健环境中的概念验证案例，以证明所提出过程的可行性。