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Development of a Social Network Monitoring Framework and Key Performance Indicators for a Professional Haircare Company / Návrh rámce pro monitoring sociálních médií a klíčových ukazatelů výkonnosti pro společnost působící na trhu vlasové kosmetiky

This work reviews the current literature and application methods of strategic KPI frameworks, KPI definition and measurement, target setting and benchmarking for social networks based on journals, books and whitepapers while including an interview with a social media agency. In a second step, the acquired knowledge is applied on a case study for a salon haircare company. The conclusions are based on in-company experts in the field, external social media agencies and an internal survey. Based on a behavioral survey, the requirements and gaps in the organization are identified. This leads to the application of a theoretical framework on the case company and a suitable definition of KPIs. The final delivery includes an analytical tool measuring all KPIs. Finally, all KPIs are related to targets and benchmarks from industry, social network sites, competitors and historical data. The final results are easily transferrable to other players in the industry.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264176
Date January 2016
CreatorsMaurer, Julia Elisabeth
ContributorsKrál, Petr, Roscher, Katharina
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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