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Firm-level perspectives on social media engagement: an exploratory study

机译：企业对社交媒体参与的观点：探索性研究

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Purpose - This paper aims to develop a richer, more complete understanding of how firms define and consider customer engagement on social networks. The research builds from the theoretical backdrop of customer engagement. The research then uses a qualitative interview approach to understand the firm perspective. Design/methodology/approach - Qualitative data were collected using in-depth interviews with employees at a variety of companies including Facebook, Google, another leading social networking site, a higher education institution and a start-up company. Findings - Companies view engagement with social media as measureable metrics of consumer interactions with the platform. These metrics could include growth and interaction on the platform, number of users, subscribers to the site or page views. Propositions are developed around how customer engagement is defined, the breadth and depth of social media and when social media is used as a push or a pull strategy. Research limitations/implications - Findings from this research are limited by the sample size and convenience of sampling. However, results from this grounded theory approach enabled propositions that can focus on larger datasets and testing. Practical implications - Engagement indicates meaningful information that can propel a company's position forward. To companies, this meaningful information is in terms of metrics that can be used as information and evidence for future decision-making. Social implications - This research suggests that firms need to better define what engagement means and to assess the best platforms for creating an ecosystem of engagement with customers. Originality/value - Many researchers are exploring engagement within the context of social media networks. This research, however, is one of the first to explore this from a firm level perspective.
机译：目的-本文旨在发展对公司如何定义和考虑客户在社交网络上的参与度的更丰富，更完整的理解。该研究基于客户参与的理论背景。然后，研究使用定性访谈方法来了解公司的观点。设计/方法/方法-通过与包括Facebook，Google，另一家领先的社交网站，一家高等教育机构和一家初创公司在内的多家公司的员工进行深入访谈，收集了定性数据。调查结果-公司将与社交媒体的互动视为消费者与平台互动的可衡量指标。这些指标可能包括平台上的增长和互动，用户数量，网站的订户或页面浏览量。围绕以下方面提出建议：定义客户参与度，社交媒体的广度和深度以及何时将社交媒体用作推式或拉式策略。研究的局限性/意义-这项研究的结果受到样本量和抽样便利性的限制。但是，这种扎根的理论方法的结果使主张可以专注于更大的数据集和测试。实际意义-参与度表示可以推动公司地位向前发展的有意义的信息。对于公司而言，这些有意义的信息是根据可以用作未来决策信息和证据的指标来进行的。社会影响-这项研究表明，公司需要更好地定义参与的含义，并评估最佳的平台以创建与客户的参与生态系统。原创性/价值-许​​多研究人员正在社交媒体网络中探索参与度。但是，这项研究是从公司层面进行探索的首批研究之一。

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