The social media monitoring process and its role in social media strategy development
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Author (Corporation)
Publication date
2021
Typ of student thesis
Course of study
Collections
Type
04B - Conference paper
Editor (Corporation)
Supervisor
Parent work
Advances in digital marketing and eCommerce. Second international conference, 2021
Special issue
DOI of the original publication
Link
Series
Springer Proceedings in Business and Economics
Series number
Volume
Issue / Number
Pages / Duration
144–152
Patent number
Publisher / Publishing institution
Springer
Place of publication / Event location
Online
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
Social media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process.
Keywords
Subject (DDC)
Event
DMEC 2021: Advances in Digital Marketing and eCommerce
Exhibition start date
Exhibition end date
Conference start date
29.06.2021
Conference end date
01.07.2021
Date of the last check
ISBN
978-3-030-76520-0
978-3-030-76522-4
978-3-030-76519-4
978-3-030-76522-4
978-3-030-76519-4
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
Zachlod, C., & Peter, M. K. (2021). The social media monitoring process and its role in social media strategy development. In F. J. Martínez-López & D. López López (Eds.), Advances in digital marketing and eCommerce. Second international conference, 2021 (pp. 144–152). Springer. https://doi.org/10.1007/978-3-030-76520-0_16