Abstract
Purpose. The purpose of this dissertation is to develop performance framework for assessing social media effectiveness and civic engagement. The findings from this exploratory research seek to contribute to current literary work of measuring outcomes of civic engagement and allow for further research in standardizing performance framework for the use of social media and civic engagement.Theoretical Framework. This research is based on the theory of civic engagement. This research is based on the framework of Cooper, Bryer, and Meek's (2006) "Citizen-Centered Collaborative Public Management" and Bryer's (2013) adaptation of this framework to the use of social media in public institutions.Methodology. This study employed a mix method, case study design. The research methodology is to use existing industry social media metrics to measure the effectiveness of social media have on civic engagement by public institutions.Findings and Conclusion. The data collected finds that Metrolink adopted four (4) of the five (5) Prerequisite variables and utilize four (4) performance metrics that can be compared to industry benchmarks, Rival IQ, Statusbrew.com and Brandwatch. Metrolink did not meet Prerequisite Variable #2, social media implementation plan/strategies relating to civic engagement. The findings from this exploratory research seek to contribute to current literary work in the use of social media and civic engagement and establish standardized metrics for measuring "effectiveness" of the use of social media has on civic engagement.Recommendations. The first recommendation is to adopt the proposed prerequisites to be use to assess if the organization has the appropriate infrastructure to use social media for civic engagement. The second recommendation is to introduce additional performance metrics to measure effectiveness of social media and civic engagement. The third recommendation is to utilize these performance metrics and applied them to other transit and/or public agencies to determine if it will yield the same results. And the fourth recommendation is to utilize a scorecard to ensure the social media activities and civic engagement that are in line with organizations mission and values.