HOW CAN BRAND MANAGERS BENEFIT FROM SOCIAL MEDIA? THE SOCIAL MEDIA MANAGEMENT SCORECARD FOR BRANDS (SMMS-B)

Year 2013, Volume: 5 Issue: 1, 11 - 20, 01.06.2013

Alptekin Erkollar Birgit Oberer

Abstract

In an era of integrated brand management and network marketing, brand builders try to use methods and tools that are prepared by controllers for improving the position of their brand. Generally, brands are dynamic and cannot be considered separately from cost management, shareholder, and stakeholder value as well as value chain impacts, return on investment, and cash flow. Additional tools are needed in order to design a successful brand management. In this study, a social media management scorecard for a brands template was introduced to enable a requirement analysis for brand management with social media. The results revealed that the developed social media management scorecard for brands covers the main strategic success factors from a brand of a brand, and may provide clues for factors to invest or disinvest

Keywords

Social media, brand, scorecard

References

• Chen, Ying-Chang, Wen-Cheng Wang and Ying-Chien Chu (2011), “A Case
• Study on the Business Performance Management of Hilton Hotels Corporation”, International Journal of Business and Management, Vol. 4, No.2, pp. 213-218. Erkollar, Alptekin and Birgit Oberer (2011), Trends in Social Media Application:
• The Potential of Google+ for Education Shown in the Example of a Bachelor’s Degree Course on Marketing, in: Tai-hoon K, Hojjat A, Haeng-kon K, Heau-jo K, Kyung J K, Akingbehin K., Byeong-Ho K (Eds.): Communications in Computer in Information Science, Vol. 257, pp.569-578, Berlin: Springer. Ferreira Manuel Portugal and Sungu Armagan (2011), “Using Social Network
• Theory as a Complementary Perspective to the Study of Organizational Change”, Brazilian Administration Review, Vol. 8, No. 2, pp. 168-184. Gomes, Ricardo Correa and Joyce Liddle (2009), “The Balanced Scorecard as a
• Performance Management Tool for Third Sector Organizations: The Case of the Arthur Bernardes Foundation, Brazil”, Brazilian Administration Review, Vol. 6, No. 4, pp.354-366. Goncharuk, Anatoliy (2011), “Making the Mechanism of Enterprise Performance
• Management”, Economia: Seria Management, Vol. 14, No. 1, pp. 58-72. Grigore, Ana-Maria, Florica Badea and Catalina Radu (2010), “Modern
• Instruments for Measuring Organizational Performance”, Annals of the University of Oradea: Economic Science, Vol. 1, No. 2, pp. 951-956. Kaplan, Robert and David Norton (1996), “Using the Balanced Scorecard as a strategic management system”, Harvard Business Review, 74, pp. 75-85.
• Kotler, Philip (1994), Marketing Management: Analysis, Planning,
• Implementation and Control, Englewood Cliffs, NJ: Prentice-Hall International. Kurkela Lauri Juhani (2011),”Systemic Approach to Learning Paradigms and the Use of Social Media in Higher Education”, iJET, Vol. 6, pp.14-20.
• Mohmed, Mohmed and Azizah Rahman (2010), “The Impact of Social Network on Some Selected Corporate Business”, International Journal of Engineering
• Science and Technology, Vol. 2, No.10, pp. 5245-5254.
• Rehmani, Mehmood and Muhammad Ishdaq Khan (2011), “The Impact of E
• Media on Customer Purchase Intention”, International Journal of Advanced Computer Sciences and Applications, Vol. 2, No.3, pp.100-103.