Exploratory approach establishes measurement methodology for social media impacts on web metrics in non-profit organizations, highlighting the importance of dialogue.
By providing a shift from the traditional one-way communication to an expanded dialogue between an organization and its publics, social media platforms are changing the way they connect with each other. This manuscript presents a methodology that will help measure the social media effort as part of an organization or company’s marketing efforts. Specifically, this exploratory approach uses time series analysis to measure the impact of various social media activities for a non-profit organization. The results of the analyses are encouraging and suggest the model as conceptualized is able to establish which social media activities exhibited a significant relationship to the web metrics of the organization.
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Wilcox et al. (2012) studied this question.
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