Revenue Generation and Return on Investment from Social Media in Sport

2021 ◽  
pp. 403-431
Author(s):  
Rebecca M. Achen ◽  
Norm O’Reilly
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Revenue Generation

Measuring the Effectiveness of Social Media in a B2B Scenario in India

2021 ◽  
Vol 9 (2) ◽  
pp. 285-300
Author(s):  
Krishanu Bhattacharyya ◽  
Bikash Ranjan Debata
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Business Models ◽  
Business Owners ◽  
Digital Platforms ◽  
Four Dimensions ◽  
The Social

Digitalisation is a global phenomenon that is a worthwhile proposition for the development of any nation’s economy. Social media contributes significantly to the development of an economy by the spreading and democratisation of information through global players, such as Facebook, YouTube, LinkedIn etc. According to a Forbes report in 2017, these digital platforms create new ecosystems and business models for business owners and entrepreneurs. Whilst a report by Statista in 2020 states that there were 3.6 billion social media users worldwide and the number is expected to grow to 4.4 billion by 2025. Return on Investment (ROI) measurement of social media, which is a very important component for organisations to evaluate its success or effectiveness, remains a major challenge for organisations, despite number of attempts having been made by experts in the field. This study is aimed at understanding how the success and effectiveness of social media is measured in a B2B scenario. Various frameworks on social media ROI measurement are critically evaluated. Then, a tool for measuring social media ROI is developed, such that businesses will be able to evaluate their social media investments. The instrument covers 14 variables over four dimensions.  The results indicate that respondents perceived organic return as the most important dimension. It is also evident that brand testament is found the least perceived dimension for measuring the social media ROI.

scholarly journals Tweet success? Scientific communication correlates with increased citations in Ecology and Conservation

PeerJ ◽  
2018 ◽  
Vol 6 ◽  
pp. e4564 ◽  
Author(s):  
Clayton T. Lamb ◽  
Sophie L. Gilbert ◽  
Adam T. Ford
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Science Communication ◽  
Media Exposure ◽  
Scholarly Activity ◽  
Impact Factors ◽  
Online Media ◽  
Media Communication ◽  
Article Type ◽  
Journal Impact

Science communication is seen as critical for the disciplines of ecology and conservation, where research products are often used to shape policy and decision making. Scientists are increasing their online media communication, via social media and news. Such media engagement has been thought to influence or predict traditional metrics of scholarship, such as citation rates. Here, we measure the association between citation rates and the Altmetric Attention Score—an indicator of the amount and reach of the attention an article has received—along with other forms of bibliometric performance (year published, journal impact factor, and article type). We found that Attention Score was positively correlated with citation rates. However, in recent years, we detected increasing media exposure did not relate to the equivalent citations as in earlier years; signalling a diminishing return on investment. Citations correlated with journal impact factors up to ∼13, but then plateaued, demonstrating that maximizing citations does not require publishing in the highest-impact journals. We conclude that ecology and conservation researchers can increase exposure of their research through social media engagement and, simultaneously, enhance their performance under traditional measures of scholarly activity.

Calculating value: a digital library’s social media campaign

2015 ◽  
Vol 28 (4) ◽  
pp. 106-111 ◽  
Author(s):  
Lisa Lamont ◽  
Jordan Nielsen
Keyword(s):  
Social Media ◽  
Digital Library ◽  
Return On Investment ◽  
Design Methodology ◽  
Media Campaign ◽  
Content Type ◽  
Testing Period ◽  
Social Media Platforms ◽  
The Impact

Purpose – The purpose of this paper is to discuss a social media campaign used to promote a digital library of archival resources. Design/methodology/approach – Librarians planned and executed a social media campaign using Tumblr and Pinterest and consulted Google Analytics and database reports to determine the impact. Findings – The campaign resulted in few conversions back to the digital library and little return on investment. Research limitations/implications – The campaign has been in effect for only five months, a longer testing period may be needed. Also, additional social media platforms will be added to the test. Originality/value – This is one of few examples of return on investment applied to social media and digital library promotion.

scholarly journals Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard N. Rutter ◽  
Stuart J. Barnes ◽  
Stuart Roper ◽  
John Nadeau ◽  
Fiona Lettice
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Design Methodology ◽  
Network Effects ◽  
Product Placement ◽  
Content Type ◽  
Product Categories ◽  
Close Fit ◽  
Practical Implications ◽  
Beauty Products

PurposeThis research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.Design/methodology/approachA total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.FindingsInfluencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their “subject” expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.Practical implicationsTo maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.Originality/valueMost research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.

scholarly journals Medicine 2.0 Meets Ontario Hospitals: Why Hospitals Have Been Slow to Adopt Social Media

2013 ◽  
Vol 9 ◽  
Author(s):  
Anne Marie Males
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Return On Investment ◽  
Educational Opportunities ◽  
Media Culture ◽  
Hospital Culture ◽  
Access Information ◽  
Social Media Presence ◽  
Medicine 2.0 ◽  
The U.S

Eighty percent of Canadians are using the Internet and many are using social media. In the U.S. one in five consumers are using social media to access information about hospitals and it is influencing their decisions about where to seek care. Despite this growth, hospitals in Canada and the U.S. appear reluctant to join the conversation with just 27 and 21 per cent of hospitals respectively maintaining a social media presence despite mounting evidence that social media can increase health literacy, aid in fundraising, allow for patient self-care and facilitate research and educational opportunities. The barriers that are preventing hospitals from fully embracing social media include fear of the unknown, lack of established best practices, difficulties in determining return on investment and hospital culture and values barriers that are in conflict with social media culture and values.

Return on Investment: What Literature Exists on the Use of Social Media and ROI?

2011 ◽  
Author(s):  
David Broom ◽  
Margaret McCann ◽  
Michael C. Bromby ◽  
Alexis Barlow
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Use Of Social Media
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