Measuring the degree of corporate social media use

This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms.

Measuring the degree of corporate social media use

Thomas Aichner

University of Padova

Frank Jacob

ESCP Europe

Social media is more than Facebook

As of January 2014, Facebook Inc.’s website, facebook.com (Facebook), was the largest global social network, with a total of 1.19 billion active users monthly and an annual growth rate of 18%. The company reports that 728 

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