Missed eWOM opportunities: A cross-sector analysis of online monitoring behavior

Abstract

This paper provides empirical evidence that major sectors of the USA are not listening to pertinent online conversations (electronic word-of-mouth [eWOM]) that occur outside of their own social media portals. Data include cross sector as well as longitudinal research on prominent sectors, including business, not for profits, and academia. The Inc. 500 (fastest-growing US companies), top charities, and colleges and universities all neglect, to some extent, the monitoring of eWOM. Findings indicate that monitoring behavior may be related to how involved an organization is in social media, if they have a written policy governing its use within the organization, if they have specific goals that are related to their social media plan, if they use tracking measures such as page views, numbers of fans or followers, and how they staff the social media function. Charities are most likely to engage in monitoring behavior for their causes. The academic sector often employs part-time (student) assistance with its social media initiatives, ultimately resulting in less monitoring behavior.

Keywords::

• eWOM
• monitoring
• social media
• marketing communications
• online crisis management

Notes

^1. Email: [email protected]

Additional information

Notes on contributors

Nora Ganim Barnes

Nora Ganim Barnes has worked as a consultant for many national and international firms. She has published over 200 articles in academic and professional journals and proceedings, has contributed chapters to books, and has been awarded numerous research grants. Her work has been covered online and in print by Business Week, the NY Times, Washington Post, CNN, Reuters, Wall Street Journal, Fox News and Computer World among others. She has been named a Senior Research Fellow by the Society for New Communications Research. Nora can be reached at Email: [email protected]

Stephanie L. Jacobsen

Stephanie Jacobsen received her MBA in 2009 from the Charlton College of Business at the University of Massachusetts Dartmouth. She specializes in Marketing and Communications. She was previously MBA Coordinator, responsible for overseeing the new 30-credit MBA Program offered by the Charlton College of Business at the University of Massachusetts Dartmouth, and is currently lecturing at the University. Stephanie can be reached at Email: [email protected]