ROI of social media : investigating measurement of message intentions used by B2B firms

Social media has revolutionized customer business communication and established a new marketing communication channel. Marketers worldwide need to understand the mechanisms involved in social media marketing to implement a successful strategy. Various platforms such as Facebook, Linkedin and Twitter offer organizations chances to reach customers and increase brand awareness. This study is going to concentrate on one of the most popular social media platform, namely Twitter. Little is known about the effectiveness of Twitter activities and even less is known about the Return on Investments (ROI) for B2B firms. Therefore this study concentrates on Twitter activities of B2B firms. Relevant variables in the context for effective Twitter messages will be discussed. A framework to classify message intentions of Tweets is established, which can be used for future studies on B2B micro-blogging message intentions.