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Social Media Strategy Book

The ZHAW School of Management and Law is one of today’s leading business schools in Switzerland, offering internationally recognized Bachelor’s and Master’s degree ­programs, a broad range of continuing education courses and programs, and innova­ tive research and development projects. The Institute of Marketing Management of the ZHAW School of Management and Law aims to connect scientific knowledge and practical application in the field of modern marketing. Lardi & Partner Consulting GmbH helps companies get clarity on their strategic goals and find ways to reach them. Combining professional expertise with proven methodo­ logies, we develop strategies, define pragmatic and measurable solutions and support our clients in implementing them. Visit us at Design book cover: Pauline Hoogweg, Layout: Manuel Gächter,Oberegg/Zürich Bibliographic Information published by Die Deutsche Nationalbibliothek Die Deutsche Nationalbibliothek lists this publication in the Internet at All rights reserved. Nothing from this publication may be reproduced, stored in com­ puterised systems or published in any form or in any manner, including electronic, mechanical, reprographic or photographic, without prior written permission from the publisher. ISBN 978-3-7281-3557-5 © 2013, vdf Hochschulverlag AG an der ETH Zürich