Researchers and practitioners are divided on the preferred measures of business performance, largely due to the quality of available financial data and the measurability of the non-financial indicators. However, owing to the embeddedness of social networking in families and in the business world, this study reviews the contribution of social networking to the financial and non-financial performance of family businesses. The study is based on a review of 55 peer-reviewed published journal articles. Consequently, the most frequently used social networking platforms, the measures of financial performance, the measures and proxies of non-financial performance and the differences between financial and non-financial performance were identified. The study proposes the use of both financial and non-financial measures in assessing the performance of family businesses due to their complementary roles.
Keywords: social networking, social network, family business, financial performance, non-financial performance, interplay, interdependence.