Quotation Brauer, Claudia, Bauer, Christine, Dirlinger, Mario. 2014. An Evaluation Scheme for Performance Measurement of Facebook Use: An Example of Social Organizations in Vienna. Lecture Notes in Computer Science (LNCS) S. 121-132.




line social networks, and Facebook in particular, have evolved from a niche to a mass phenomenon. Organizations have recognized the importance of using Facebook to achieve their organizational goals. Still, literature lacks a systematic evaluation scheme for measuring the performance of an organisation's Facebook use. When investigating how organizations use Facebook, research tends to focus on for-profit organizations, overlooking the way social organizations use Facebook. This article introduces an evaluation scheme that includes nine categories of performance measurement. Applying the scheme to Facebook's use by social organisations in Vienna, we demonstrate the scheme's applicability. Plus, by using various indicators and benchmarks, we evaluate the level of sophistication of each organisation's use of Facebook. We investigated all 517 social organizations based in Vienna, including those in all fields of practice, based on publicly available Facebook data from January to June 2012. The analysis reveals that the majority of social organizations are beginners at utilising Facebook's potential.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Lecture Notes in Computer Science (LNCS)
WU-Journal-Rating new STRAT-C
Language English
Title An Evaluation Scheme for Performance Measurement of Facebook Use: An Example of Social Organizations in Vienna
Year 2014
Page from 121
Page to 132
DOI http://dx.doi.org/10.1007/978-3-319-07293-7_12


Brauer, Claudia (Former researcher)
Bauer, Christine (Former researcher)
Dirlinger, Mario (WUK Bildung und Beratung, Austria)
Institute for Information Management and Control IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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