Performance Management within Social Network Sites: The Social Network Intelligence Process Method

The huge amount of data and complexity of decisions in the current information age requires decision makers to utilize information analysis tools for supporting business decisions. This is also the case for social network sites which control huge amounts of data just waiting to be transformed from information to valuable knowledge through Business Intelligence methods. These techniques are not yet widely in use within companies whose core business revolves around user generated content. This research conducts a qualitative research to provide more knowledge and a deeper understanding of a Business Intelligence approach which supports the business model of companies exploiting a Social Network Site. Available Business Intelligence process models do not take the organizational aspects into account as continuous process improvement elements. Therefore, this work proposes the new method: the Social Network Intelligence Process (SNIP) Method. The SNIP Method and its related management information items were validated through a series of expert interviews and an in-depth single case study at the leading Dutch social network site.