The Social Media Monitoring Process and its Role in Social Media Strategy Development

Cécile Zachlod () and Marc K. Peter ()
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Cécile Zachlod: University of Applied Sciences and Arts Northwestern Switzerland FHNW
Marc K. Peter: University of Applied Sciences and Arts Northwestern Switzerland FHNW

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 144-152 from Springer

Abstract: Abstract Social media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process.

Keywords: Social media; Social media strategy; Social media monitoring; Social media listening (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_16

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DOI: 10.1007/978-3-030-76520-0_16

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