Basics, conception and implementation of a social media strategy (PDF)

Seminar paper from the year 2016 in the subject Communications - Media Economics, Media Management, grade: 1,5, Fresenius University of Applied Sciences Köln, course: Media & Communication Management, language: English, abstract: The aim of this work is to explain the conception of a social media strategy. In this work, it will be shown which different approaches a company can use and which advantages and disadvantages result from them. This work is intended to be a reflection of the current possibilities for designing a social media strategy that is in line with the overall corporate strategy.

Social media plays an essential role for online marketing today. More and more people are taking advantage of the growing range of services on the Internet, replacing traditional media. Because banner ads are now largely ignored by users, more and more companies are taking new approaches to marketing. In doing so, they are getting in touch with consumers exactly where they are. Users and companies meet at eye level in social communities, which means that companies have to find a new approach specifically for social media marketing.

Hardly any company can ignore social networks any longer. Many companies are now integrating them into their marketing and communications plans. But how can they be strategically integrated into an overall corporate concept? What goals can be achieved and how? What do successful social media strategies look like? How do they position themselves in the area of conflict between the desire for control on the one hand and the expectations of transparency and openness of the addressees and also of their own employees on the other? What do you have to pay attention to when creating a strategy?