Digital Marketing

Strategic Planning & Integration

Annmarie Hanlon

Chapter 11 Social media management

1. Think about an organization of your choice. Use the template and investigate their online social media presence. Based on the Stage Model of Social Media Adoption analyze whether this is experimental, coordinated, formalized or fully integrated.
2. Make an appraisal, based on some research and select a stage and provide evidence or examples to support your claims.

Below is an example of the Template.

Stage Strategy Focus Structure Management 1. Experimentation It is experimental Announcing launch Individual or None or and Loaming with overy of SMBP, posting a departmental drive very little department doing number of comments. involvement their own thing images and videos, and providing some product/service information 2. Rapid Growth It is coordinated Consumer-centric Bottom-up Support and across all focus. Efforts widespread user encouragement departments by aimed at increasing participation management, and intemal and external coupled with top- a number of goals awareness. Customers down management and objectives are encouraged to have been connect, lo low, like. established recommend, and comment on products and its service 3. Formalisation It is formalised Planning, strategy, A more centralised, Controlled by and controlled govemance and corporate-driven management across the alignment with overall model to coordinate company, with a business strategy efforts strategy aligned with the business plan. Staff adhere lo an established set of rules 4. Consolidation It is very well Optimisation of Extension of Shared by and Integration integrated with processes and creating corporate model to management key business scale, Fundamental integrate extemal staff processes across business change. partners, suppliers, the company, Pursue alignment with customers, and it is driving external partners/ communities, a fundamental supplers. Co- experts, etc. Micro- change in how we creation/ideation, outsourcing of do business crowdsourcing emerge activities may also OCCUR 5. Institutional It is embedded De facto application Aimed at customers, Shared by Absorption into the core of for key business tasks. suppliers management/ What we do, and Enterprise-Wide social and partners. staff or how we do it, media technologies for as business decentralised from customers the entire workforce connectivity is to suppliers, from Generate new transformed internal partners lo external reengineer existing to establish partners business models wider business relationships