Theoretical Concepts of the Evaluation of the Communication Strategies in Social Media

Abstract

With the background of growing importance to elaborate the theoretical and methodological basis for communication 2.0 investigations within wider framework of communication investigations in general, the present study aims to reconstruct and resume the theoretical concepts de evaluation of communication in Social Media. As evaluation of communication is the top and key level in the strategic planning of communication according to RACE model, it is the attempt to adjust it to Social Media research reality. The Desk Research is the main method here in order to gather the sources and analysis of the evaluation concepts in communication in order to be reconstructed and applied, according to the requirements of 2.0 realities. The result of the historical and theoretical analysis is the list of the possible evaluation models with its corresponding methodological descriptions to be applied to the researches on Social Media.