Social Network Performance Analysis and Content Engagement on Indonesia's E-Commerce

Abstract

The prosperousness of open data has the advantage to provide strategies for a business to find a new highly effective approach to understand market behavior. Performance is a recap of results over a given period of time. The effort to stay competitive among similar e-commerce sites is measured by their performance in the content characteristics strategy to engage the customer on social network services or social media, such as Facebook. Most companies use similar strategy to support Social Customer Relationship Management (SCRM) effort and their content engagement value. E-commerce is included in the sector which also utilizes social media to interact with their customers. Hence, using social media data provides a new practical way to measure SCRM effort. The more active SCRM networks generally have positive impact on the company performance. In this paper, we use Social Network Analysis (SNA) method and descriptive analysis to evaluate the SCRM and to measure content performance based on engagement value (EV). We use Tokopedia and Bukalapak as case studies, during observation period from 1st September 2017 to 30th September 2017 on Facebook page.