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Building Effective Social Media Strategy: Case-Based Learning and Recommendations

In: Digital Entertainment

Author

Listed:
  • Kumar Shalender

    (Chitkara University)

Abstract

The chapter offers recommendations to effectively integrate social media in a company’s IMC strategy. Using in-depth interviews and practical examples, the author delves deep into social media strategies adopted by organizations operating in different business segments. Findings show that the strategy of social media integration is not about style or aesthetics rather it should be based on a strategic fit between a brand’s objectives and users’ needs. Further, it is imperative for brand managers to have a deep understanding of the company’s goals so that the objectives behind social media integration can be achieved effectively.

Suggested Citation

  • Kumar Shalender, 2021. "Building Effective Social Media Strategy: Case-Based Learning and Recommendations," Springer Books, in: Subhankar Das & Saikat Gochhait (ed.), Digital Entertainment, chapter 0, pages 233-244, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-9724-4_12
    DOI: 10.1007/978-981-15-9724-4_12
    as

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