Consumers are increasingly adopting active roles in co-creation of marketing content with companies and their brands. In return, companies and organizations, online social marketing programs and campaigns in an effort to consumers where they are looking for “live” online reach. However, the challenge for many companies that, although the need to recognize active in social media, they do not really understand how to do it effectively, what performance indicators they should me … Read more »

Consumers are increasingly adopting active roles in co-creation of marketing content with companies and their brands. In return, companies and organizations, online social marketing programs and campaigns in an effort to consumers where they are looking for “live” online reach. However, the challenge for many companies that, although the need to recognize active in social media, they do not really understand how to do it effectively, what performance indicators should measure and how to measure it. Furthermore, as companies develop social media strategies, platforms like YouTube, Facebook and Twitter are too often treated as stand-alone elements and not as part of an integrated system. This article provides a systematic way of understanding and conceptualizing online social media as an ecosystem of related items that are both digital and traditional media. We demonstrate a best practice case study of a company’s successful efforts to use social media in achieving an important target group of young consumers. We conclude with some insights and knowledge in relation to the strategic integration of social media into a company’s marketing communications strategy.
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from
Richard C. Hanna,
Andrew Rohm,
Victoria L. Crittenden
Source: Business Horizons
9 sides.
Release Date: 15, May 2011. Prod #: BH435-PDF-ENG
We are all connected: The power of social media ecosystem HBR case solution

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