Building Effective Social Media Strategy: Case-Based Learning and Recommendations

Kumar Shalender (kumar.shalender@chitkara.edu.in)
Additional contact information
Kumar Shalender: Chitkara University

Chapter Chapter 12 in Digital Entertainment, 2021, pp 233-244 from Springer

Abstract: Abstract The chapter offers recommendations to effectively integrate social media in a company’s IMC strategy. Using in-depth interviews and practical examples, the author delves deep into social media strategies adopted by organizations operating in different business segments. Findings show that the strategy of social media integration is not about style or aesthetics rather it should be based on a strategic fit between a brand’s objectives and users’ needs. Further, it is imperative for brand managers to have a deep understanding of the company’s goals so that the objectives behind social media integration can be achieved effectively.

Keywords: Digital; IMC; Technology; Social media (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-15-9724-4_12

Ordering information: This item can be ordered from
http://www.springer.com/9789811597244

DOI: 10.1007/978-981-15-9724-4_12

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla (sonal.shukla@springer.com) and Springer Nature Abstracting and Indexing (indexing@springernature.com).