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

Claudia Dossena, Andrea Cioffi

Risultato della ricerca: Contributo in libroChapter

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 originaleEnglish
Titolo della pubblicazione ospiteReshaping Organizations through Digital and Social Innovation
EditorR Agrifoglio, L Caporarello, M Magni, S Za
Pagine163-174
Numero di pagine12
Stato di pubblicazionePubblicato - 2016

Keywords

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

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