Optimizing Performance of Printed Newspapers on Instagram using Data Envelopment Analysis (DEA)

In recent years, technology has been constantly changing and all organizations are forced to change with new technologies in order to maintain competitiveness and survive in business environments. Online Social Networks (OSNs) are new platforms for user-oriented websites and they have been increasingly noticed by various businesses. Applying these new interactive technologies bring several benefits to businesses. There will be a need for new types of managerial and social skills as well as a new type of decision-making process that will not be acceptable by the existing organizational structures.Given that one of the main concerns of managers is to measure the performance of organizations in order to optimal consumption of resources (inputs) to generate products (outputs), hence method of this study is a mathematical programming technique based on performance measurement using Data Envelopment Analysis (DEA). One of the most interesting methods in DEA literature to measuring the efficiency of organizations is the slack-based measure (SBM) model. In this paper, we use DEA-SBM method to measure the performance of printed newspapers as Decision Making Units (DMUs) on Instagram to identify the inefficiency factors of them. The findings show that two units of the DMUs under evaluation have been effective and other units have been inefficient. Finally, we have introduced practical targets for each DMUs to decrease on inputs and increase on outputs in order to improve the performance of inefficient DMUs using DEA-SBM.