Building Holistic Evidence for Social Media Impact
本文回应了社交媒体测量中什么有效的问题，讨论了公共管理研究者与实践者如何利用易获取的社交媒体数据，并对比了能提供更深洞察的测量方法，包括公民间的互动与连接、网络角色属性及网络结构，以理解内容传播路径和关键影响者。
Abstract Social media measurement is important for understanding an organization's reach and engagement with its audiences. In response to Warren Kagarise and Staci M. Zavattaro's question about what works in social media measurement, this article discusses how public administration researchers and practitioners are using social media data that they can easily collect from social media platforms and contrasts these practices with data measurement efforts that can provide deeper insights for evidence‐based decision making. This evidence includes interactivity and connectivity among citizens, attributes of network actors, and network structures and positions to understand how content travels through the network and who are the influential actors .