A sustainable approach to social media for businesses

Graf, Sandro; Mandl, Teresa Valerie

doi:10.3218/3558-2

Title:	A sustainable approach to social media for businesses
Authors :	Graf, Sandro Mandl, Teresa Valerie
Published in :	Social media strategy : a step-by-step guide to building your social business
Pages :	9
Pages to:	16
Editors of the parent work:	Fuchs, Rainer Lardi, Kamales
Publisher / Ed. Institution :	vdf Hochschulverlag
Publisher / Ed. Institution:	Zürich
Issue Date:	2013
License (according to publishing contract) :	Licence according to publishing contract
Type of review:	Editorial review
Language :	English
Subjects :	Social Media; Business; Strategy
Subject (DDC) :	658.8: Marketing management
Abstract:	The Social Media Strategy Framework presented in this book offers a unique and comprehensive end-to-end approach. It takes a company from the point of understanding the value of social media for business to the point of implementing a solution that meets its business needs. The Framework is distinguished by several elements: - It focuses on building a sustainable use for social media along the business value chain. - It aligns with company strategic objectives and business context. - It identifies key elements to create a strong foundation for social media use in the company. - It separates internal and external social media uses. - It is NOT a technology implementation. Additionally, the case studies presented in this book and on the corresponding website highlight successful social media implementation in business by companies in Europe.
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Publication type:	Book Part
DOI :	10.3218/3558-2
ISBN:	978-3-7281-3557-5 978-3-7281-3558-2
URI:	https://digitalcollection.zhaw.ch/handle/11475/12771
Appears in Collections:	Publikationen School of Management and Law

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