You can create an instrument, contents are umpteen in the web. Can get inputs from my articles

I teach entire semester-long classes about using Social Media for marketing communications.  It aligns with with the discipline called Integrated Marketing Communications.

It functions by injecting marketing messages into the normal personal interaction in Social Media with the goal of creating interactive relationships between customers and businesses/organizations.  

As companies use social media websites as marketing tools, the content they post becomes more and more important. The following research therefore examines the tweets posted by marketers.

Best wishes

Article Electronic word of mouth in social media: The common charact...

In this paper we examine how different factors influence on the engagement of content published in faceboik by a brand.

https://www.researchgate.net/publication/262661575_Factors_influencing_popularity_of_branded_content_in_Facebook_fan_pages

Article Factors influencing popularity of branded content in Faceboo...

Key findings:

• It is not free!... get ready to invest if you want to make your time spent on sharing the content effective.
• Disregard the demographics (age, gender, etc...), but do care about what they like, their hobbies, occupation, job, company they work for when defining your audience. 
• Define clearly how you want your audience to react to your post(s) before creating your asset (piece of content). It will allow you to define the TOV (tone of voice, content and call to action) plus define what you want to measure. 
• Also bear in mind that various users may be in various stage within their journey. Some are actively looking for some info about a range of service or product, some are just browsing and may refer to a friend, some may be willing to comment on a recent purchase/ share experience... Consider creating different assets for each stage.
• Consider working with a DSP (Demand Site planning) who will optimize your content distribution through the multiple social media platform. (point above is difficult to do on your own).

Remember that social media is only one touch point amongst MANY... make sure your campaign is cohesive and consistent across all channels (print, in-store, Out of Home, TV, radio, own web, press release, sales associate, customer service, email, etc....)

Good luck!

Hi, Ng:

Perhaps you might be interested in the following fresh articles on social media marketing:

1. https://www.researchgate.net/publication/269039312_Social_Customer_Relationship_Management_%28SCRM%29_How_connecting_social_analytics_to_business_analytics_enhances_customer_care_and_loyalty

2. https://www.researchgate.net/publication/283118460_Chief_Marketing_Analytics_or_Digital_Officer_CMO_Is_the_Big_Data_Alone_Adequate_for_Firms_Customer_Retention__Return_on_Investment

3. https://www.researchgate.net/publication/275973362_Employees_%28Happy%29_Branding_Corporates_Social_Reputation_Can_You_Put_a_Price_on_That

Hope this helps!

Nadeem

Article Social Customer Relationship Management (SCRM): How connecti...

Conference Paper Chief Marketing “Analytics or Digital” Officer [CMO]: Is the...

Research Employee’s (Happy) Branding Corporates ‘Social’ Reputation: ...

 You can have a look to this article:  Social Media as Marketing Strategy: An Explorative Study on Adoption and Use by Retailers

 Thank you very much Prof. Nadeem for sharing the above articles.It will definitely help in enlightened me to the subject further.

Best Regards Prof.

John Chng

I have only anecdotal findings to offer. Generally speaking, in California, Hispanics are the most active group on social media among community college students. Community college students in general are very active on social media, especially Facebook and Snapchat. They also enjoy streaming audio on their smart phones. An organization's Facebook page should be monitored daily for postings coming in from patrons or users in order to stay on top of potential negative comments that should be responded to right away.

Metrics such as follows would be a normal construct

• Hits
• Followers
• Visits
• Conversions
• revenue
• profit
• consumers
• retained
• abandoned

I have explored consumers' attitude to advertisements and brands through qualitative analysis of their comments on Facebook, Manuscript however still under review.

I worked in many social media projects as a Communication Director in an insurance company and as a Communication Manager in an agriculture and construction equipment company.

What I may say from my past experience is that first you need to build a relevant base, with as many followers as you can aligned with your target audience. Usually you do this investing in some crossmedia actions with content or promotion that have a high impact on your audience, attracting them to your social media tools.

After having a consistent followers´ base, it is important to provide them frequent and relevant content to engage them with your brand and company. Nonetheless, this is not a simple task: defining what is relevant is always hard and the frequency as well - you must not bother your followers with too often or irrelevant messages, otherwise they will drop down

Finally, you must measure, measure and measure again. It is the only  to maintain your followers and engage them.

Here you can find our paper that investigated the relationship between some characteristics of the brand content published in Facebook and the engagement of users with that content:

Hhttps://www.researchgate.net/publication/262661575_Factors_influencing_popularity_of_branded_content_in_Facebook_fan_pages

Article Factors influencing popularity of branded content in Faceboo...

Here you can find our paper that develops and empirically tests a conceptual model of customer perceived value and its antecedents and consequences on the social commerce context

.https://www.researchgate.net/publication/269741689_Customer_Perceived_Value_in_Social_Commerce_An_Exploration_of_Its_Antecedents_and_Consequences 

Article Customer Perceived Value in Social Commerce: An Exploration ...

If you are interested in non-academic sites too: HubSpot has a good Web site with a lot of research reports (http://www.hubspot.com/) -- look in the lower left for the resources it  provides. It also has a nice blog (blog.hubspot.com/).

Marketo has a section of its blog devoted to social media (http://blog.marketo.com/category/social-media).

Hi NG Kim-Soon

Great answers above but keep in mind that Facebook has become extremely expensive as well. You need to hire the right talent (and sometimes work with a good DSP) to help you optimize your content distribution. Organic reach has decreased significantly...

You are looking at the following cost: (If you are a non profit, those metrics do not apply).

Cost/ impression ranges on average from 5 cts to 0.2$,

Follower acquisition cost is around 10 cts but can go up to half a dollar if you are looking at countries where FB is not widespread (Russia, China, etc)

Cost per engagement: 5 cts to 0.15$

Cost per video play is still low (Facebook is trying to compete with YouTube) you are looking at a few cents by video view. But bear in mind that you have to upload the file in facebook to auto play and the autoplay counts as a video view although you spend just a few seconds over the video... (again facebook is trying to boost impression and decrease cost/ view to gain new advertisers).

With 1.2B active users that can be segmented, Facebook is a great platform to promote product and service despite its rising cost. 

Hope it helps. Cheers!

 Hi Ng Kim-Soon,

A NEW paper is out!  :)  Our recent paper shows the determinants of eWOM in social media that influence consumers' purchase intentions. The figure attached to the paper might give you some ideas.

Best wishes!

https://www.researchgate.net/publication/297729360_The_influence_of_eWOM_in_social_media_on_consumers%27_purchase_intentions_An_extended_approach_to_information_adoption

Article The influence of eWOM in social media on consumers’ purchase...

Data Customer Perceived Value in Social Commerce