The aim of this work is to explain the conception of a social media strategy. In this work, it will be shown which different approaches a company can use and which advantages and disadvantages result from them. This work is intended to be a reflection of the current possibilities for designing a social media strategy that is in line with the overall corporate strategy.
Social media plays an essential role for online marketing today. More and more people are taking advantage of the growing range of services on the Internet, replacing traditional media. Because banner ads are now largely ignored by users, more and more companies are taking new approaches to marketing. In doing so, they are getting in touch with consumers exactly where they are. Users and companies meet at eye level in social communities, which means that companies have to find a new approach specifically for social media marketing.
Hardly any company can ignore social networks any longer. Many companies are now integrating them into their marketing and communications plans. But how can they be strategically integrated into an overall corporate concept? What goals can be achieved and how? What do successful social media strategies look like? How do they position themselves in the area of conflict between the desire for control on the one hand and the expectations of transparency and openness of the addressees and also of their own employees on the other? What do you have to pay attention to when creating a strategy?
Table of Contents
- 1. Introduction
- 1.1. Relevance of the work
- 1.2. Objective
- 1.3. Procedure
- 2. Basics
- 2.1. Social Media
- 2.2. Social Networks
- 3. Conception of a social media strategy
- 3.1. Company Analysis
- 3.2. Define target group
- 3.3. Deriving social media goals
- 3.4. Identify social media channels
- 3.5. Main topics
- 3.6. Topics Planning
- 3.7. Evaluation and control
- 4. Conclusion
Objectives and Key Themes
The objective of this paper is to explain and describe the conception of a social media strategy, showcasing various solutions and their respective advantages and disadvantages. It aims to reflect current possibilities for designing a social media strategy aligned with overall corporate strategy.
- The importance of social media in modern online marketing.
- The definition and differentiation between social media and social networks.
- The development and implementation of a comprehensive social media strategy.
- The identification and utilization of appropriate social media channels.
- The evaluation and control of social media efforts.
Chapter Summaries
1. Introduction: This introductory chapter establishes the context and relevance of social media strategies in contemporary online marketing. It highlights the shift away from traditional advertising methods due to declining effectiveness and increasing user engagement on social platforms. The chapter emphasizes the need for companies to adapt their marketing approaches to connect with consumers directly within these online communities, acknowledging the inherent challenges of balancing control with transparency and openness. The chapter sets the stage for the subsequent detailed exploration of social media strategy development.
2. Basics: This chapter provides fundamental definitions and distinctions between "social media" and "social networks." It examines several definitions from different sources, highlighting the key aspects of user-generated content, social interaction, and the role of Web 2.0 technologies. The chapter further explores Lon Safko's concise definition, decomposing "social media" into its components of social interaction and the mediating technologies facilitating such interaction. This foundational chapter sets the theoretical groundwork for understanding the core concepts upon which effective social media strategies are built.
3. Conception of a social media strategy: This chapter delves into the practical application of developing a social media strategy. It outlines a step-by-step model that guides companies through the process, including company analysis, target audience definition, goal setting, channel selection, content planning, and performance evaluation. While the specific details of each step are not provided in this preview, the chapter's overall focus is on providing a structured framework to help organizations effectively utilize social media for achieving their marketing objectives. This comprehensive approach suggests a systematic and iterative approach to social media management, emphasizing the integration of these efforts within a broader corporate communication strategy.
Keywords
Social media strategy, social media marketing, social networks, online marketing, user-generated content, target audience, corporate communication, social media channels, evaluation, control.
Frequently Asked Questions: Social Media Strategy Conception
What is the overall objective of this document?
This document provides a comprehensive preview of a work detailing the conception of a social media strategy. It aims to explain and describe the process of developing a social media strategy, highlighting various solutions and their advantages and disadvantages. The goal is to show how to create a social media strategy that aligns with overall corporate strategy.
What topics are covered in the Table of Contents?
The Table of Contents includes an introduction covering the relevance, objective, and procedure; a section on basics (social media and social networks); a detailed chapter on conceiving a social media strategy (including company analysis, target group definition, goal setting, channel identification, topic planning, and evaluation); and a conclusion.
What are the key themes explored in the document?
Key themes include the importance of social media in modern online marketing, the distinction between social media and social networks, developing and implementing a comprehensive social media strategy, identifying and utilizing appropriate social media channels, and evaluating and controlling social media efforts.
What is covered in the "Introduction" chapter?
The introduction establishes the relevance of social media strategies in contemporary online marketing, highlighting the shift from traditional advertising and the need for companies to adapt their marketing to engage directly with consumers on social platforms. It emphasizes the challenges of balancing control and transparency.
What is discussed in the "Basics" chapter?
This chapter defines and differentiates "social media" and "social networks," examining various definitions and focusing on user-generated content, social interaction, and Web 2.0 technologies. It uses Lon Safko's definition as a framework for understanding these core concepts.
What does the "Conception of a social media strategy" chapter entail?
This chapter provides a step-by-step model for developing a social media strategy. It covers company analysis, target audience definition, goal setting, channel selection, content planning, and performance evaluation. The focus is on providing a structured framework for effective social media utilization within broader corporate communication strategies.
What keywords are associated with this document?
Keywords include social media strategy, social media marketing, social networks, online marketing, user-generated content, target audience, corporate communication, social media channels, evaluation, and control.
What type of audience is this document intended for?
This document is intended for an academic audience interested in learning about social media strategy development. The language and structure suggest its use for educational or research purposes.
Is this a complete work or a preview?
This is a preview of a more comprehensive work, offering a summary of the main points and structure of the complete publication. It includes a table of contents, objectives, key themes, chapter summaries, and keywords.
Where can I find the complete work?
The provided text does not specify where the complete work can be found. Further information would be needed to locate the full publication.
- Quote paper
- Stefan Tackmann (Author), 2016, Basics, conception and implementation of a social media strategy, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1168388
