Please activate JavaScript!
Please install Adobe Flash Player, click here for download
ePaper created 2013-07-10, 11:17:17 | version 1.25.19
5 |pp.||CONTENTS| [ SANDRO GRAF & TERESA VALERIE MANDL ] A Sustainable Approach to Social Media --------------------- 9 for Businesses [ KAMALES LARDI ] The Social Media Strategy Framework ------------------------ 17 Why is a Social Media Strategy Framework important? ---------------- 17 The difference between social media strategy and ----------------------- 19 social media marketing strategy Applying the Social Media Strategy Framework ------------------------- 20 Applying the Social Media Strategy Framework ------------------------- 22 in large companies Applying the Framework in small companies, non-profits ------------- 22 or charity organisations 2.1 Develop the strategy ---------------------------------------------------- 24 2.1.1 Inputs required for Phase 1 -------------------------------------------- 25 2.1.2 Determine objectives and readiness --------------------------------- 28 Identify business goals and challenges to be addressed ------------- 28 Determine readiness -------------------------------------------------------- 29 Assess strategic fit ----------------------------------------------------------- 31 Determine scope ------------------------------------------------------------- 32 2.1.3 Identify initiatives and prioritise ------------------------------------ 34 Define business drivers and social media opportunities ------------ 35 Prioritise opportunities ---------------------------------------------------- 36 Map benefits and develop key measures -------------------------------- 36 Develop the business case -------------------------------------------------- 38 Develop guiding principles ------------------------------------------------- 39 Set high-level scope and timelines --------------------------------------- 39 2.2 Eight key considerations ----------------------------------------------- 40 People --------------------------------------------------------------------------- 41 Technology -------------------------------------------------------------------- 41 Governance -------------------------------------------------------------------- 42 Risks ---------------------------------------------------------------------------- 42