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Social Media Content: A Management Framework

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  • Maria Giovanna Confetto
  • Alfonso Siano

Abstract

This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.

Suggested Citation

  • Maria Giovanna Confetto & Alfonso Siano, 2018. "Social Media Content: A Management Framework," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(6), pages 1-84, April.
    • Handle: RePEc:ibn:ijbmjn:v:13:y:2018:i:6:p:84
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    References listed on IDEAS

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    1. Tom Funk, 2013. "Advanced Social Media Marketing," Springer Books, Springer, number 978-1-4302-4408-0, January.
    2. Dijkmans, Corné & Kerkhof, Peter & Beukeboom, Camiel J., 2015. "A stage to engage: Social media use and corporate reputation," Tourism Management, Elsevier, vol. 47(C), pages 58-67.
    3. Emanuele Invernizzi & Stefania Romenti, 2011. "Strategic Communication and Decision-Making Processes: Toward the Communication Oriented Organisation," Academicus International Scientific Journal, Entrepreneurship Training Center Albania, issue 3, pages 12-27, January.
    4. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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