Measuring the Degree of Corporate Social Media Use

Abstract

This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the brand as well as the related user reactions. The degree of corporate social media use helps companies and market researchers analyse single brands or companies and compare them with other brands, competitors or industry averages. The degree of corporate social media use is a useful indicator, which should be combined with social media metrics in order to draw better conclusions about where to increase or intensify social media activities.