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Developing a Hierarchy Model for Selection of Social Media Manager

Developing a Hierarchy Model for Selection of Social Media Manager

Pi-Fang Hsu, Yi-Wen Su, Chia-Wen Tsai
Copyright: © 2015 |Volume: 7 |Issue: 1 |Pages: 15
ISSN: 1937-9633|EISSN: 1937-9641|EISBN13: 9781466676732|DOI: 10.4018/ijea.2015010102
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MLA

Hsu, Pi-Fang, et al. "Developing a Hierarchy Model for Selection of Social Media Manager." IJEA vol.7, no.1 2015: pp.17-31. http://doi.org/10.4018/ijea.2015010102

APA

Hsu, P., Su, Y., & Tsai, C. (2015). Developing a Hierarchy Model for Selection of Social Media Manager. International Journal of E-Adoption (IJEA), 7(1), 17-31. http://doi.org/10.4018/ijea.2015010102

Chicago

Hsu, Pi-Fang, Yi-Wen Su, and Chia-Wen Tsai. "Developing a Hierarchy Model for Selection of Social Media Manager," International Journal of E-Adoption (IJEA) 7, no.1: 17-31. http://doi.org/10.4018/ijea.2015010102

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Abstract

With the fast development of the Internet, communication tools are no longer limited to traditional media. Enterprises have become aware of the rapid emergence of social media in recent years. Social media marketing has become an important field that demands attention, especially its changing marketing strategies. It is necessary to designate a professional to manage the social media platforms of an enterprise to attract consumers. Hence this study develops a two-part model to assist employers in choosing the ideal social media manager. The first part derives criteria for choosing a social media manager by conducting a thorough literature review and employing the modified Delphi method. The second part applies the analytic hierarchy process to calculate and identify the best suited social media manager by ranking candidates according to the relative weights of the evaluation criteria. In addition, a renowned Taiwanese restaurant chain is used as an example, to demonstrate how a social media manager is selected by applying this model. The results show that enterprises emphasize social media capabilities, professional skills, innovation, personal characteristics, and social skills.

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