IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v36y2016i1p1-8.html
   My bibliography  Save this article

The social strategy cone: Towards a framework for evaluating social media strategies

Author

Listed:
  • Effing, Robin
  • Spil, Ton A.M.

Abstract

Social media is growing rapidly. Providing both risks and opportunities for organizations as it does. The social strategy cone is developed for evaluating social media strategies. This framework comprises of seven key elements of social media strategies as based on a systematic literature review and case studies. The results of 21 interviews have contributed to the construction of the social media strategy cone for analyzing social media strategies. Three levels of maturity of social media strategy are proposed: initiation, diffusion and maturity. Initiation includes the key elements: ‘target audience’ and ‘channel choice’ while all case organizations studied payed attention to these elements. Diffusion includes the elements: ‘goals’, ‘resources’ and ‘policies’. Maturity adds the elements of ‘monitoring’ and ‘content activities’. Only 3 of the 9 organizations studied are in this phase of maturity. Although, theory suggests the importance of the element of ‘monitoring’ our research shows the need for more attention in practice.

Suggested Citation

  • Effing, Robin & Spil, Ton A.M., 2016. "The social strategy cone: Towards a framework for evaluating social media strategies," International Journal of Information Management, Elsevier, vol. 36(1), pages 1-8.
  • Handle: RePEc:eee:ininma:v:36:y:2016:i:1:p:1-8
    DOI: 10.1016/j.ijinfomgt.2015.07.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401215000778
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ijinfomgt.2015.07.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    4. Marlin-Bennett, Renée & Thornton, E. Nicole, 2012. "Governance within social media websites: Ruling new frontiers," Telecommunications Policy, Elsevier, vol. 36(6), pages 493-501.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tuyishime, Ange-Marie & Valilai, Omid Fatahi, 2022. "Sustainable last mile delivery network using social media data analytics," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Jahn, Carlos & Blecker, Thorsten & Ringle, Christian M. (ed.), Changing Tides: The New Role of Resilience and Sustainability in Logistics and Supply Chain Management – Innovative Approaches for the Shift to a New , volume 33, pages 841-874, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.
    2. Chung, Alexander Q.H. & Andreev, Pavel & Benyoucef, Morad & Duane, Aidan & O’Reilly, Philip, 2018. "Where the shoe pinches: Realizing dominant problems as an organizational social media business profile evolves," International Journal of Information Management, Elsevier, vol. 41(C), pages 33-49.
    3. Kersten, Wolfgang & Jahn, Carlos & Blecker, Thorsten & Ringle, Christian M. (ed.), 2022. "Changing Tides: The New Role of Resilience and Sustainability in Logistics and Supply Chain Management – Innovative Approaches for the Shift to a New Era," Proceedings of the Hamburg International Conference of Logistics (HICL), Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management, volume 33, number 33.
    4. Keegan, Brendan James & McCarthy, Ian P. & Kietzmann, Jan & Canhoto, Ana Isabel, 2024. "On your marks, headset, go! Understanding the building blocks of metaverse realms," Business Horizons, Elsevier, vol. 67(1), pages 107-119.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    2. Liu, He & Li, Xuerong & Wang, Shouyang, 2021. "A bibliometric analysis of 30 years of platform research: Developing the research agenda for platforms, the associated technologies and social impacts," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    3. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    4. Casprini, Elena & Di Minin, Alberto & Paraboschi, Andrea, 2019. "How do companies organize nascent markets? The BlaBlaCar case in the inter-city shared mobility market," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 270-281.
    5. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
    6. Bruning, Patrick F. & Alge, Bradley J. & Lin, Hsin-Chen, 2020. "Social networks and social media: Understanding and managing influence vulnerability in a connected society," Business Horizons, Elsevier, vol. 63(6), pages 749-761.
    7. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    8. Venciūtė Dominyka, 2018. "Social Media Marketing – from Tool to Capability," Management of Organizations: Systematic Research, Sciendo, vol. 79(1), pages 131-145, June.
    9. Reema Aswani & Arpan Kumar Kar & P. Vigneswara Ilavarasan, 2018. "Detection of Spammers in Twitter marketing: A Hybrid Approach Using Social Media Analytics and Bio Inspired Computing," Information Systems Frontiers, Springer, vol. 20(3), pages 515-530, June.
    10. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    11. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    12. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    13. Marcel Rosenberger & Christiane Lehrer & Reinhard Jung, 0. "Integrating data from user activities of social networks into public administrations," Information Systems Frontiers, Springer, vol. 0, pages 1-14.
    14. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    15. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    16. Sarbu Miruna, 2017. "Does Social Media Increase Labour Productivity?," Journal of Economics and Statistics (Jahrbuecher fuer Nationaloekonomie und Statistik), De Gruyter, vol. 237(2), pages 81-113, April.
    17. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    18. Witek-Hajduk Marzanna K. & Zaborek Piotr, 2022. "Social media use in international marketing: Impact on brand and firm performance," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 121-142, June.
    19. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    20. Murad Ali & Raja Ahmad Iskandar Bin Raja Yaacob & Mohd Nuri-Al-Amin B. Endut, 2017. "The Influence of Individual Characteristics towards the Use of Social Media as a Learning Tool: An Empirical Analysis," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 251-256.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:36:y:2016:i:1:p:1-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.