Title: Proposing and testing a combined social media metrics' analysis method for digital marketing: the case of WeWork

Authors: Dimitrios Vagianos; Anna Hackova; Martina Kratka

Addresses: Department of International and European Studies, University of Macedonia, Egnatia 156, 54636, Thessaloniki, Greece ' Faculty of Economics and Management, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 94976 Nitra, Slovak Republic ' Faculty of Economics and Management, Slovak University of Agriculture in Nitra, Tr. A. Hlinku 2, 94976 Nitra, Slovak Republic

Abstract: This paper focuses on the emergence of coworking spaces as the collaborative workplace of the future and on the role of digital marketing techniques for this type of business. A case study investigation of the notorious coworking company WeWork was conducted in order to provide analysis of the social media marketing of a gig economy model-based enterprise. By using costless trial or demo versions of social media metrics' tools such as Metricool and Mediatoolkit, data concerning the activity of WeWork's social media accounts and its online mentions on multiple sources were collected and analysed. The performance of the WeWork's website was also examined by utilising the demo version of SimilarWeb digital marketing tool. An online complementary survey on working professionals was also conducted. A comparison of the results acquired by both research methods is presented and some interesting findings for marketers and researchers of the coworking industry are provided.

Keywords: social media metrics; social media analytics; social media marketing; co-working spaces; co-working; digital marketing.

DOI: 10.1504/IJBDA.2022.126797

International Journal of Business and Data Analytics, 2022 Vol.2 No.2, pp.125 - 154

Accepted: 05 Jun 2022
Published online: 07 Nov 2022 *

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