Integrating websites with social media – An approach for group decision support

Today, integration with social media plays a key role in meeting the marketing objectives of many businesses which are leveraging the power of the web. However, for a business, integration of the website with the social media provides ample challenges in formulating an operational strategy. In this study, the application of an integrated approach for group decision-making is presented for meeting this objective. In the first stage, the key social media channels which are important for the specific context have been identified by a group of decision-makers in consensus, using the Delphi method. Subsequently, the decision support approach prioritises and aggregates the collective priorities of multiple decision-makers by integrating fuzzy set theory and analytic hierarchy process for group decision-making under consensus. A case study was conducted on a web-based portal for content publishing, namely Business Fundas, for selecting a suitable yet comprehensive solution for social media integration.