کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1014192 | 939357 | 2011 | 8 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Social spending: Managing the social media mix Social spending: Managing the social media mix](/preview/png/1014192.png)
There is incessant demand for ‘proof’ of return on investment (ROI) for social media spending, and a significant degree of uncertainty among marketers with respect to allocating effort and budget to social media. In this article, we address these issues by identifying different ways that organizations use social media, highlighting important distinctions in these approaches and describing how to frame the spending decision for social media. Additionally, we identify dimensions that can be used to differentiate important types of social media in a social media mix, and relate this to tactical marketing execution. We also highlight the different nature of social objectives, the ‘backward’ process for meeting them, and the importance of establishing a social media ‘mission control’ as part of that process.
Journal: Business Horizons - Volume 54, Issue 3, May–June 2011, Pages 275–282