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

Abstract

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 applied to ten representative companies from the Eurozone. Practical implications: – The proposed metrics will help users, marketing/PR/communication professionals and company managers to measure their and their competitors' popularity, commitment, virality (metrics which reflect stakeholder engagement), and the mood of stakeholders, and use content analysis in order to measure social legitimacy via CSR information disclosure on Facebook. Thus the online reputation of a company can be practically measured. Originality/value: – This paper is the first proposing metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page that can be used in both academic and professional circles to a gain a better understanding of corporate online communication via Facebook.