Title: Social media strategy : a step-by-step guide to building your social business
Authors : Lardi, Kamales
Fuchs, Rainer
Extent : 108
Publisher / Ed. Institution : vdf Hochschulverlag AG
Publisher / Ed. Institution: Zürich
Issue Date: 2013
Edition: 1. Auflage
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 302: Social interaction
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. "Social media enables a means for partnership between organisations and their customers, leading to continuous engagement and deeper loyalty. This Framework guides companies in creating a strong foundation for this partnership." (Jan Biller, Business Owner Online Support, Swisscom) "The opportunities a social collaboration platform provides and the mindset it requires fit perfectly with our Swiss Re culture, our global business needs and our employees´ expectations. It has fundamentally changed the way we look at sharing news and information internally, and it has helped us to assertively embrace the external social media challenge." (Christoph Isenschmid, Head e-Communications Channels, Swiss Re) "The Social Media Strategy Framework provides a logical, step-by-step approach to developing social media solutions for sustainable benefits." (Sarah Kane, Partner, Deloitte)
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Book
DOI : 10.3218/3558-2
ISBN: 978-3-7281-3557-5
URI: https://digitalcollection.zhaw.ch/handle/11475/7283
Appears in Collections:Publikationen School of Management and Law

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