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Social Media Strategy Book

CHAPTER 1 A Sustainable Approach to Social Media for Businesses 14 use in developing sustainable interactive practices that create value and meet the following requirements: )) Firmly built into the company’s overall strategy )) Embedded in the company’s processes with a high degree of organ- isational fit )) Measurable in terms of effort versus value add This book is designed as a practical manual for executives whose responsi- bilities include social media initiatives as part of their strategic activities. Further, it is aimed at anyone interested in methods to realise value-added, sustainable Business 2.0 and Enterprise collaboration measures in their companies. The book serves the following objectives: )) It introduces an integrated social media framework describing all possibilities of social media in a business and enterprise context and includes both cooperative and transactional initiatives. )) It presents a state-of-the-art guide that has been extensively field- tested and can be used to develop, implement and maintain a social media strategy in the reader’s own company. )) A web-based platform that continuously provides up-to-date infor- mation about the most promising approaches and most recent suc- cess stories. It was a conscious decision by the authors not to include a chronological history of developments in social media over the last few years. Neither does the book provide an overview of the relevant platforms in social me- dia. Rather, the authors refer to other sources where such information is readily available, e. g the book titled ‘The New Community Rules’ from Tamar Weinberg. Instead, the following chapters describe a framework that has been field tested and found to be sound: the Social Media Strategy Framework to develop and implement social media for business use. This book uses the Framework to develop a step-by-step guide to help companies achieve the following: )) Identify and develop social media initiatives based on the business context and taking business goals and challenges into consideration. |  The Social Media Strategy Framework, Chapter 2|. )) Based on the strategy developed, implement initiatives for the compa- ny’s internal use |  Enterprise Collaboration, Chapter 3|, or in order to achieve external business goals |  Business 2.0, Chapter 4|.

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