Social Media Strategies for Companies: A Comprehensive Framework
Companies when strategizing are looking for innovative ways to have a competitive advantage over their competitors. One way in which they compete is by the adoption of social media. Social media has evolved over the years and as a result, new concepts and
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Brunel University London, London, UK {bibian.ogbuji,anastasia.papazafeiropoulou}@brunel.ac.uk
Abstract. Companies when strategizing are looking for innovative ways to have a competitive advantage over their competitors. One way in which they compete is by the adoption of social media. Social media has evolved over the years and as a result, new concepts and applications are developed which promises to provide business value to a company. However, despite the usefulness of social media, many businesses fail to reap its full benefits. The current literature shows evidence of lack of strategically designed process for companies to successfully implement social media. The purpose of this study is to suggest a framework which provides the necessary alignment between social media goals with business objectives. From the literature review, a social media strategy framework was derived to offer an effective step by step approach to the development and imple‐ mentation of social media goals aligned with a company’s business objectives. The contribution to this study is the development of a social media strategy framework that can be used by organisations for business value. Keywords: Social media · Social media strategy · Social networks · Social media · Platforms
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Introduction
Social media are online platforms that aid global collaboration and sharing amongst users. With the rapid growth and availability of network bandwidth and technology, social media has a significant increase in user count. This has also led to the increase in user-generated content [18]. Hence, it enables users to connect with one another and share information. These platforms are extensively adopted by users of all age group, educational, cultural and economic background [29]. The inarguable growth of social media has allowed profound changes in the envi‐ ronment. Social media is altering the business while introducing development, new learning skills and communication management processes [25]. Social media has changed the traditional marketing methods which is a one-way flow of information (for example, television and radio) while encouraging a two-way communication flow. The use of social media allows easy sharing of information to a wider audience while increasing brand awareness and promoting company’s products and services. As a result of this exposure, companies strive to maintain a positive image, have an active online © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 3–14, 2016. DOI: 10.1007/978-3-319-45234-0_1
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B. Ogbuji and A. Papazafeiropoulou
presence to communicate with their customers and also satisfy customers’ needs. Companies are following the trend of having a presence on social media by creating multiple social media accounts without clear objectives or a strategic approach for its business use. Previous research has shown the implementation of social media is to be done c
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