Evaluating business success through social media strategies using AHP

Social Media has become indispensable for market penetration. It is a beneficial communication platform for understanding the customer focus. Effective use of this media for image creation, customer access, knowledge accumulation and trend analysis, creates competitive advantages. This research is designed to analyze social media strategies of global enterprises and evaluate the value of social media usage. Analytical Hierarchy Process (AHP) is used to model the performance decisions. The model is constructed based on the major evaluation criteria used by the global companies. AHP model expresses cause and effect relationships between companies and social media effects. Cases will be applied for Coca Cola, Turkish Airlines and Starbucks. Enterprise awareness and success of different evaluation criteria are benchmarked.