{"id":2216,"date":"2015-04-09T09:14:51","date_gmt":"2015-04-09T07:14:51","guid":{"rendered":"https:\/\/hub.hslu.ch\/financialmanagement\/?p=2216"},"modified":"2024-08-06T10:00:46","modified_gmt":"2024-08-06T08:00:46","slug":"business-value-of-social-media-the-4-social-cs","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/financialmanagement\/2015\/04\/09\/business-value-of-social-media-the-4-social-cs\/","title":{"rendered":"Business Value of Social Media: The 4 Social C\u00b4s"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/www.hslu.ch\/Services\/Other\/SelbstpflegeDB\/ImageService\/ImageHandler.ashx\/?id=d5826e85-0c83-426a-a1c0-c10d3d4e1d21&amp;s=DetailView\" alt=\"Egle Ulrich HSLU W\" width=\"134\" height=\"179\" \/><\/p>\n<p><em>by\u00a0<a href=\"https:\/\/www.hslu.ch\/en\/lucerne-university-of-applied-sciences-and-arts\/about-us\/people-finder\/profile\/?pid=750\" target=\"_blank\" rel=\"noopener\">Prof. Dr. Ulrich Egle<\/a>, Lecturer and Project Manager at the <a href=\"https:\/\/www.hslu.ch\/de-ch\/wirtschaft\/ueber-uns\/institute\/ifz\/?sourceurl=\/ifz\" target=\"_blank\" rel=\"noopener\">Institute of\u00a0Financial Services Zug<\/a><\/em><\/p>\n<p><strong>Even though social media platforms such as YouTube and Facebook are available for free, their use results in considerable costs for firms. In addition, the value contribution of these platforms is ambiguous and difficult to quantify. The number of Facebook friends and blog comments can be measured easily, but they say little about the profitability of social media applications. Even more complex is the analysis and evaluation of measures that refer to attention, awareness or reach of these platforms. Companies are therefore faced with the challenge to extend their controlling system in terms of social media activities.<\/strong><\/p>\n<p>A flexible and targeted approach to measure social media success are the 4 Social C&#8217;s. The Social C\u2019s refer to Commerce, Content, Community, and Customer Care and are derived from the corporate strategy that is operationalized by selecting respective key performance indicators (KPIs) to measure social media success. We illustrate our concept by means of applying it to case studies of classical Web 2.0 companies.<\/p>\n<p>In practice, we observe that performance measurement of social media based on our concept of the 4 Social C\u2019s has been proved successful, because the approach is individual, pragmatic and structured. An individual social media strategy of a firm represents a target mix with the 4 C\u2019s that involves the selection of firm-specific (financial and non-financial) KPIs. Based on our case studies, we observe that this procedure guaranties a successful (i.e. profitable) use of social media.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>by\u00a0Prof. Dr. Ulrich Egle, Lecturer and Project Manager at the Institute of\u00a0Financial Services Zug Even though social media platforms such as YouTube and Facebook are available for free, their use results in considerable costs for firms. In addition, the value contribution of these platforms is ambiguous and difficult to quantify. The number of Facebook friends<\/p>\n","protected":false},"author":236,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","ngg_post_thumbnail":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[493967],"tags":[],"class_list":["post-2216","post","type-post","status-publish","format-standard","hentry","category-digitalisierung-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Business Value of Social Media: The 4 Social C\u00b4s - Financial Management Blog<\/title>\n<meta name=\"description\" content=\"by\u00a0Prof. Dr. Ulrich Egle, Lecturer and Project Manager at the Institute of\u00a0Financial Services Zug Even though social media platforms such as YouTube and\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hub.hslu.ch\/financialmanagement\/2015\/04\/09\/business-value-of-social-media-the-4-social-cs\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business Value of Social Media: The 4 Social C\u00b4s - Financial Management Blog\" \/>\n<meta property=\"og:description\" content=\"by\u00a0Prof. Dr. Ulrich Egle, Lecturer and Project Manager at the Institute of\u00a0Financial Services Zug Even though social media platforms such as YouTube and\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hub.hslu.ch\/financialmanagement\/2015\/04\/09\/business-value-of-social-media-the-4-social-cs\/\" \/>\n<meta property=\"og:site_name\" content=\"Financial Management Blog\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-09T07:14:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-06T08:00:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hslu.ch\/Services\/Other\/SelbstpflegeDB\/ImageService\/ImageHandler.ashx\/?id=d5826e85-0c83-426a-a1c0-c10d3d4e1d21&amp;s=DetailView\" \/>\n<meta name=\"author\" content=\"melanielisafuerch\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Geschrieben von\" \/>\n\t<meta name=\"twitter:data1\" content=\"melanielisafuerch\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"1\u00a0Minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/\"},\"author\":{\"name\":\"melanielisafuerch\",\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/#\\\/schema\\\/person\\\/37830b930c7191bcaf93c2a45521ee16\"},\"headline\":\"Business Value of Social Media: The 4 Social C\u00b4s\",\"datePublished\":\"2015-04-09T07:14:51+00:00\",\"dateModified\":\"2024-08-06T08:00:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/\"},\"wordCount\":264,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.hslu.ch\\\/Services\\\/Other\\\/SelbstpflegeDB\\\/ImageService\\\/ImageHandler.ashx\\\/?id=d5826e85-0c83-426a-a1c0-c10d3d4e1d21&amp;s=DetailView\",\"articleSection\":[\"Digitalisierung\"],\"inLanguage\":\"de-CH\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/\",\"url\":\"https:\\\/\\\/hub.hslu.ch\\\/financialmanagement\\\/2015\\\/04\\\/09\\\/business-value-of-social-media-the-4-social-cs\\\/\",\"name\":\"Business Value of Social Media: The 4 Social C\u00b4s - 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