How to unlock the maximum return on social content

Michelle Dougenik
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Michelle Dougenik: Ocean Spray Cranberries, Inc., USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 2, 103-115

Abstract: In today’s digital world, brands require timely ingenuity in order to thrive. Consumers demand continuous content, entertainment and information, when and where they want it. They rule the social media landscape and dictate how brands conform to it. This paper examines how consumers’ behaviours have changed over the years and in turn, driven changes in the social space and how brands must play within it. It also shares the story behind how one consumer packaged goods brand — Ocean Spray Cranberries — unlocked the key to efficient and effective social media content.

Keywords: social content; social media marketing; social media strategy; creative development; effective social media content; efficient social media content; channel differentiation; maximising content lifespan (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2022:v:10:i:2:p:103-115

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