In this exploratory paper we adopt a strategic and organizational perspective in facing issues related to define and measure a digital marketing strategy. We argue that the BSC may be a suitable methodology and tool for this purpose. Therefore, we propose a Social Media Balanced Scorecard as a dynamic approach to performance evaluation in the changing world of social media. Relevant theoretical and managerial implications are discussed.
Cioffi, A., Dossena, C., Dynamic Social Media Balanced Scorecard: A New Approach to Performance Evaluation, in Agrifoglio, R., Caporarello, L., Magni, M., Za, S. (ed.), Reshaping Organizations through Digital and Social Innovation, Luiss University Press, Roma 2016: 163- 174 [http://hdl.handle.net/10807/78557]
Dynamic Social Media Balanced Scorecard: A New Approach to Performance Evaluation
Cioffi, AndreaPrimo
;Dossena, ClaudiaUltimo
2016
Abstract
In this exploratory paper we adopt a strategic and organizational perspective in facing issues related to define and measure a digital marketing strategy. We argue that the BSC may be a suitable methodology and tool for this purpose. Therefore, we propose a Social Media Balanced Scorecard as a dynamic approach to performance evaluation in the changing world of social media. Relevant theoretical and managerial implications are discussed.
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