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

机译：社交媒体参与的公司级透视：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 - 本文旨在发展更丰富，更完全了解公司如何定义和考虑客户在社交网络上的参与。该研究从客户参与的理论背景中建立。然后，研究使用定性面试方法来了解公司的观点。设计/方法/方法 - 使用在包括Facebook，Google，另一个领先的社交网站，高等教育机构和一个初创公司的各种公司的各种公司的员工进行定性数据。调查结果 - 公司将与社交媒体的参与作为可衡量的消费者互动与平台的指标。这些指标可以包括平台上的增长和互动，用户数量，用户订阅者或页面视图。关于如何定义客户订婚，社交媒体的广度和深度以及社交媒体被用作推动或拉动策略时，将开发命题。研究限制/含义 - 来自该研究的结果受到样品大小和取样方便的限制。但是，此接地理论方法的结果使能够专注于更大的数据集和测试的命题。实际含义 - 订婚表明有意义的信息可以推动公司前进的职位。对于公司来说，这种有意义的信息在指标方面，可以用作未来决策的信息和证据。社会影响 - 本研究表明，公司需要更好地定义订婚手段并评估创建与客户的生态系统的最佳平台。原创性/价值 - 许多研究人员正在社交媒体网络的背景下探索参与。然而，这项研究是第一个从公司级别的角度探索这一点之一。

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