University of Twente Student Theses


Towards a Social Media Strategy Canvas - Investigating the Key Components of Social Media Strategies

Sickers, A.C. (2014) Towards a Social Media Strategy Canvas - Investigating the Key Components of Social Media Strategies.

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Abstract:Social media offers various business opportunities for organizations. Nevertheless many or- ganizations face difficulties regarding the successful use of social media. Research shows that a strategic approach helps organizations achieve business opportunities and reduce risks re- garding social media. However, due to the limited knowledge many organizations have about social media a strategic approach is difficult. Therefore the aim of the present qualitative study was to investigate key components of social media strategies in order to design a social media strategy canvas. To examine these key components, theoretical and practical knowledge was used. Based on a literature search a list with 11 key components was devel- oped. Based on interviews with social media executives of four organizations and two social media experts possible missing components and the practical relevance of the components found in the literature was investigated. In practice nine of the 11 components found in the literature proved to be relevant, namely content, resources, partners, goals, engagement, so- cial media channels, customers, and evaluation. The components resources as well as moni- toring were not found to be relevant. Based on the results a social media strategy canvas con- sisting of the nine key components was designed and evaluated by social media executives of two organizations.
Item Type:Essay (Master)
BothSocial, Enschede, Nederlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Business Administration MSc (60644)
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