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Social Media Marketing in Research

Social Media Marketing in Research

Definition Social Media Marketing

Social Media Marketing We take the approach that every organization Must deal with social media – regardless of whether social media used proactively in marketing or not. In addition, we do not see social media marketing as a pure means of customer interaction but as a cross-functional stakeholder management strategy.

Building on this, we suggest the following definition of the term:

Social media marketing generally understood to mean the targeted and market-oriented use of social media. A difference should be made between active and passive.

Proactive Social Media Marketing

Active means strategic and cross-functional management of social media to use them – alone or with other channels – to achieve corporate goals. Users have the opportunity to contribute their content and enter into dialogue with the company and other users.

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Social Media Marketing (“Must have”)

In contrast, passive describes the use of third-party content from social media to achieve corporate goals without actively providing your content. Essentially, user and competitive activities are recorded, analyzed, processed, and used as sole or supplementary information for strategic and operational planning. (In this context, social media monitoring is also relevant.)

Fields of Action

Based on case studies, expert interviews (managers, consultants, and agencies), and literary analyses, we identified seven fields of action for : The Bamberg strategy model.

Social Media Monitoring

In our opinion, a definition of social media monitoring (1) must be organization-independent and not only refer to companies. Because also NGOs, politicians, etc., can (and should) carry out monitoring. It must also (2) be a cross-stakeholder. It is due just to the fact that, for example, Airbus “customers” (e.g., airline buyers) probably write very little about their experience with the aircraft. However, it can be end customers who complain or praise the plane. Or the public, current/former employees, etc. Furthermore, a definition of monitoring should not stop with the analysis, but also include the following steps – in this case, archiving, which also consists of the integration into knowledge management, etc.

The Complexity of Social Media Marketing – and What We are Working on:

As shown, we see social media marketing as a strategic and cross-stakeholder concept that brings numerous “invisible” processes, tasks, and challenges in addition to the externally visible activities. Here you will find an impression of the issues we are currently working on:

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