Abstract
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.
| Lingua originale | English |
|---|---|
| Titolo della pubblicazione ospite | Reshaping Organizations through Digital and Social Innovation |
| Editor | R Agrifoglio, L Caporarello, M Magni, S Za |
| Pagine | 163-174 |
| Numero di pagine | 12 |
| Stato di pubblicazione | Pubblicato - 2016 |
Keywords
- Social media
- accounting information systems
- balanced scorecard
- digital marketing strategy
- knowledge management