Acceptance and Implementation of Social Media-Guidelines in Small and Middle-Sized Enterprises

Marcus Diedrich ()
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Marcus Diedrich: Diedrichs Creativ-Bad, Hallenberg, Germany

Marketing Science & Inspirations, 2017, vol. 12, issue 4, 10-20

Abstract: Social media-guidelines are an indispensable, practical guide as they raise the necessary awareness for both private and professional handling of company-relevant topics in the social web. The guidelines regulate clearly and comprehensibly what is desired or not desired in dealing with internal and external target groups. At the same time, the aim is to take the employees’ uncertainties about their behavior in the social media and to motivate them to a higher commitment in the sense of their employer. Whether or not a company integrates social media into its communication strategy, rules for use should be made. Social media-guidelines protect business and employees. They help to ensure successful communication, they define the framework for private and professional communication in social media and serve as a guide help to employees. This essay provides an overview of the risks of social media marketing and how companies can develop and implement social media- guidelines. The following study provides an overview of how small and medium-sized enterprises of the middle class use social media-guidelines.

Keywords: social media marketing; social networks; social media guidelines; corporate strategy; corporate communication; cultural change (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:4:p:10-20

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