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

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  • 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
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    References listed on IDEAS

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    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.

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