The use of social media for marketing has become a common practice across all industries. However, practitioners are struggling to manage related social media activities, in particular, fan engagement. To address this, case study research method, involving seven case companies from a retail group, was conducted to understand practitioners’ difficulties in managing their social media campaigns. This study finds that, besides ROI and fan engagement, the nature of an industry, lack of well-defined standard procedures and insufficient financial resources present the fundamental obstacles in brand page engagement management. Based on the best practices from the case companies and together with professional literature, this paper (1) proposes a basic social media management process to guide businesses to unify their social media fan engagement management and performance evaluations; and (2) integrates various social media marketing tools, readily available in the market, to assist in social media performance monitoring and data analysis.
Ng, Celeste See-Pui, "The Obstacles in Social Media Engagement: the Need for an Overarching Management Process" (2017). PACIS 2017 Proceedings. 216.