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: Z├╝rich
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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