ADM 1370 Lecture 4: Jan18 2018
22 Jan 2019
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Document Summary
How consumer relate to business and vice versa. End-user: generates content, interacting, find the product and etc. Functionality: different functionality of businesses appeal to consumers. Strategies and tactics used to manage social media have to constantly adapt. The strategy needs to formulated in terms of objectives, tactics and metrics. Corporate governance issues such as policies and guidelines need to be considered. Do: implementing tactics and campaigns aligned with media strategy. Check: regular review of matrics creates as part of the strategy to determine if business roi in social media has been sufficiently achieved or not. Act: fine-tuning the strategy, tactics and plans to campaigns and even potentially retiring or changing metrics on how measurements are forme. It is a never-ending cycle because of the changing nature of social media sites and services. Classic objectives: increase sales, decrease expenses, improve roi etc. Social objectives: engagements, influence, advocacy, personalization and etc. What type of content will be shared.
