Dynamic Social Media Balanced Scorecard: A New Approach to Performance Evaluation

Andrea Cioffi, Claudia Dossena

Research output: Chapter in Book/Report/Conference proceedingChapter


In this exploratory paper we adopt a strategic and organizational perspective in facing issues related to define and measure a digital marketing strategy. We argue that the BSC may be a suitable methodology and tool for this purpose. Therefore, we propose a Social Media Balanced Scorecard as a dynamic approach to performance evaluation in the changing world of social media. Relevant theoretical and managerial implications are discussed.
Original languageEnglish
Title of host publicationReshaping Organizations through Digital and Social Innovation
EditorsR Agrifoglio, L Caporarello, M Magni, S Za
Number of pages12
Publication statusPublished - 2016


  • Social media
  • accounting information systems
  • balanced scorecard
  • digital marketing strategy
  • knowledge management


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