Social Media Effectiveness for Small Businesses: Concept and Measurement

James E. Coleman, Kirk C. Heriot
(Turner College of Business, Columbus State University, 4225 University Avenue, Columbus, GA 31907, USA)

Abstract: Recent research on social media effectiveness is reviewed to determine where major gaps exist. Approaches to the measurement of social media effectiveness are reviewed and critiqued. A conceptual model of the social media marketing process is developed. Key results measures for awareness, engagement and performance are proposed for influencers, consumers and customers.

Keywords: social media ROI; small business; marketing; promotion

JEL codes: M3, M30, M31, M37