An organization can have a high number of likes on its Facebook page and lots of followers on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organization's effort to maintain an active presence on social media in order to generate more revenue? Is it possible to use social media metrics such as the number of likes and the number of followers to predict an organization's success even though those metrics are nonfinancial indicators? Prior research studies have looked at how organizations should utilize social media, but few studies have provided...

An organization can have a high number of -likes- on its Facebook page and lots of -followers- on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organization s effort to maintain an active presence on social media in order to generate more revenue? Is it possible to use social media metrics such as the number of -likes- and the number of -followers- to predict an organization s -success- even though those metrics are nonfinancial indicators? Prior research studies have looked at how organizations should utilize social media, but few studies have...