Jumping off the social bandwagon: The importance of doing more with less and the key organisational changes required along the way

Elizabeth Charlesworth
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Elizabeth Charlesworth: Head of Communications, The Old Vic, The Cut, London, SE1 8NB, UK

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 1, 7-19

Abstract: This paper provides a case study examination of how to realign your social strategy with organisational goals, with a focus on reducing and focusing activity for resource and budget-constrained industries. The paper explores channel demographics, how to navigate ever-changing best practice, TikTok strategy, social tone of voice, consistency of monitoring and measurement, and the stakeholder engagement involved in proposing and implementing a significant change to the way your organisation uses social media.

Keywords: social media strategy; tone of voice; social demographics; TikTok strategy; audience development; monitoring and measurement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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