A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page

Purpose – This study aims to propose a set of metrics in order to assess reactivity, dialogic communication and stakeholder engagement (popularity, commitment and virality): stakeholders' mood and social legitimacy on corporate Facebook pages. These metrics can offer a better understanding and measurability of this social media/social network/online communication management tool. Design/methodology/approach – Three theories (dialogic, stakeholders and legitimacy) were considered in the development of these metrics. Empirical evidence was collected from a sample of 314 European companies. Then ten active companies were used to validate the proposed metrics on Facebook. Findings – The constructed set of metrics was found to be valid and efficiently usable according to the principles of the applied theories. Moreover all the proposed metrics could be adapted for such sites as Google+. Research limitations/implications – Limitations can only be identified within the validation process as the metrics were only...

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