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Strategic Issues in Social Media Marketing
內容大綱
Business owners and managers are told that anyone who cannot see the benefits of social media marketing is unfit for their positions, stupid, or incompetent. As organizations, brands, and products fill the social media landscape with boring content that wastes resources and alienates customers, a small voice can be heard exclaiming; "who told you that was a good idea?" In this book, Hans Christian Andersen's cautionary anecdote of the Emperor's New Clothes provides the backdrop to a review of the use of social media platforms in the marketing of an organization, brand, or product. In chapter four, an organization's strategic expectations of marketing on social media are addressed, as are how its success or failure can be measured and issues related to any potential return on investment. The chapter concludes with an evaluation of the role that the culture of any organization, brand, or product plays in effective social media marketing.