Exploring the Balanced Scorecard Approach in Social Media Strategies: A Qualitative Multiple-Case Study of Food Service Operations

This study explores the application of the Balanced Scorecard (BSC) framework in enhancing social media strategies within food service operations. In today's digital landscape, effective management and evaluation of social media initiatives extend beyond simple metrics such as likes and shares; thus, the BSC offers a multi-dimensional approach for comprehensive performance assessment. By aligning social media metrics with strategic organizational goals, this research identifies how social media can influence financial performance, customer engagement, internal processes, and staff development. Through qualitative case studies of three food service operations, this study found that tailored social media strategies that resonate with individual brand identities can significantly enhance customer relationships and drive financial growth. Moreover, the connection between customer engagement and financial outcomes underscores the necessity of a balanced view that incorporates both financial and non-financial metrics. This study provides insights into optimizing social media strategies for sustained business growth and success in the rapidly evolving digital environment.