How to measure engagement in Twitter: advancing a metric
针对社交媒体与传统媒体的差异，提出了一套衡量Twitter用户参与度的综合指标，帮助企业和营销人员评估社交媒体营销效果。
Purpose As social media are essentially different from traditional media, due to their social networking structures and egalitarian nature, conventional media metrics are not appropriate. Social media networks have nevertheless become another communications channel that companies use to achieve their marketing goals. Even though the measurement of marketing constructs in social media is elusive, a comprehensive means of measuring engagement is proposed for a successful social media site: Twitter. The paper aims to discuss this issue.