IS THERE A NEED FOR NEW MARKETING COMMUNICATIONS PERFORMANCE METRICS FOR SOCIAL MEDIA?

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing communications landscape or whether it is time to rethink them or even to devise entirely new metrics. The study examines reviews and combines the discourse of social media marketing, social media metrics, and marketing performance measurement. Literature is collected from newest social media books and articles, and marketing performance measurement studies. This study attempts to contribute to a better understanding of marketing communications measurement in social media era by incorporating marketing performance and social media marketing literatures. Recent advances in information technology marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research.