Developing and Validating an Instrument for Social Content Management

Social content is important for successful innovation of services. To successfully leverage the value of social content, they need to be properly managed. To achieve this, factors that contribute to social content management must be identified and subsequently validated. In this article, eleven factors that impact upon social content management are highlighted. Taking into consideration the fact that social content management is still an evolving field of study, validation of these factors was done by employing the Delphi technique. Research had indicated that there are several different versions of the Delphi technique, and some researchers have criticized the method as non-rigorous. Thus, in this paper, it is highlighted that this issue could be tackled if the questionnaire instrument used to assess the expert’s opinion is developed by adhering to a rigid protocol. Embedded in this rigid protocol, are two measures of validity used which are the content validity ratio (CVR), and the mean of CVR, namely the content validity index (CVi). A total of 86 items are submitted for evaluation and based on the CVR value and comments from the content evaluation panel members, all items are acceptable, with minimal adjustments. The CVi measure returned a value of 0.99, which shows that the factors and the whole questionnaire are accepted. The questionnaire with the validated content could be used as an instrument to validate the factors that are affecting the management of social content. It is hoped that the factors would assist the organization in managing the social content effectively.