Marketers are being inundated with social media metrics, but there is little consensus on what one should be measuring, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by adopting an integrated marketing communications perspective....

Purpose – In “Social media’s slippery slope: Challenges, opportunities and future research directions,” Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties.” The purpose of...