A non-industry specific social media framework and plan allowing for the creation of execution of a sustainable social media strategy

Biden, Sean (2012-12)

Thesis

Social media is a marketing phenomenon that is taking the business world by storm. It goes beyond just being a marketing channel; because it is extremely disruptive by nature and has the potential to affect entire business models. Yet when it comes to social media execution, so many companies get it horribly wrong. Social media remains a part of marketing; it is not a replacement for it. However, it has the ability to redefine many aspects of marketing because it encourages conversation, community involvement and input from the public. Social media is changing the way companies communicate with their target markets. It is opening up new markets and providing channels for companies to not just talk to their customers but to provide new channels of sales to their target market based on trust built up in social media through openness and transparency. Marketing has moved from a push model to model dominated by social media, that of engagement. This study looked at literature that provided information, strategies and frameworks on how to create an effective social media strategy that is executable. The research shows that whilst much literature shares many aspects (the need to listen, engage, set goals, and formulate effective strategies); most of this literature is insufficient in actually providing a sound and effective platform that could be taken to create a strategy from its beginning to the point of execution. This research report creates a new detailed framework and plan that would allow a marketer to take the concept of social media and develop a working strategy and plan, as well as to execute it. It is aimed at marketers and people who have limited social media knowledge, and provides them with what they need to know in order to get started. The framework is a detailed plan that is based on an original social media marketing plan by Brian Solis.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/85159
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