Journal of Interactive Marketing
Special Issue: Social Media Think:Lab Thought Leaders‘ Summit
Social Media Metrics -
A Framework and Guidelines for Managing Social Media
Kay Peters*
1Yubo Chen
2Andreas M. Kaplan
3Björn Ognibeni
4Koen Pauwels
5* Corresponding Author
1
Professor of Marketing, SVI-Endowed Chair, University of Hamburg, Esplanade 36, 20354 Hamburg, Germany, email: kay.peters@uni-hamburg.de, Tel. +49 (40) 42838-9510; Visiting Professor at the Graduate School of Management, University of California Davis, USA
2
Professor of Marketing, School of Economics and Management, Tsinghua University, Beijing, China 100084, email: chenyubo@sem.tsinghua.edu.cn.
3
Professor of Marketing, Director of Brand and Communication, ESCP Europe, 79 avenue de la République, 75543 Paris cedex 11, France, email: Kaplan@escpeurope.eu
4
Managing Director, BuzzRank, Rosenstrasse 3, 20097 Hamburg, Germany, email:
bjoern@ognibeni.de.
5