Social Media Marketing Analysis: New Metrics From Relational Sociology?

The purpose of this research is to test a new method, well known in relational sociology, and potentially useful to better evaluate social media marketing effectiveness. The whole brand communication process model has been reviewed, adding social media characteristics and active receivers. Brand communication style, with interaction between actors and integration and convergence of social media, is rapidly changing moments of evaluation and roles of traditional metrics. A new method is needed. In this article we present a new approach to measurement and experimental testing of the AGIL method (Adaptation; Goal attainment, Integration, Latent patterns). The research is based on a multidimensional approach typical of sociological investigation. A study was conducted over a four month period, with systematic observation of social media communication of a panel of beverage brands. The evaluation phase used the four-dimensional AGIL method, with a particular dashboard of metrics. The study carries out a new model for communication audit and the critical role of relational sociology. Research results showed a big gap in social media ability of those brands. In particular, the new method may not only help to evaluate communication efforts better, but also to identify corrective actions in case of deviation from communication goals. Although reference literature consists of some research in sociology that uses the square-dimensional AGIL scheme, nowadays its application to the analysis of online brands communication still has an experimental approach. This paper offers a critical and innovative point of view to test and present the cited method. Research clearly reveals the need for more effective metric assets to evaluate brand communication in the new “social” environment online, and also the need for a consistent relational orientation for brand strategies. This exploratory research provides companies with a new concept of measurement, to improve brand communication consistency. The AGIL scheme, if integrated with other complementary metrics, could improve interaction “brand-followers” in social media platforms. The originality of this paper can be found in a multidisciplinary approach, in the proposal of a new model for communication audit, and in the experimental testing of a particular method of analysis. The paper aims at contributing to Social Media Marketing theory and practice, with an open discussion from both a conceptual and an empirical perspective.