Social Media Strategy Development

Karen E. Sutherland ()
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Karen E. Sutherland: University of the Sunshine Coast

Chapter 2 in Strategic Social Media Management, 2021, pp 7-10 from Springer

Abstract: Abstract Developing an evidence-based strategy is the first action that a business or nonprofit organisation should take in relation to their social media presence (Freberg, 2018; Kim, 2016; Quesenberry, 2018). Without conducting in-depth research that informs social media activities, Social Media Managers are merely guessing as to what will work for their organisation or clients. It is a rare business or organisation that has an unlimited supply of funds, time and staff to support such guesswork.

Date: 2021
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DOI: 10.1007/978-981-15-4658-7_2

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