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Social media strategies in practice : are they actually being used? An analysis on social media (strategy) implementation of Dutch SMEs

Stal, M. ter (2018) Social media strategies in practice : are they actually being used? An analysis on social media (strategy) implementation of Dutch SMEs.

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Abstract:The business environment is aware of the business opportunities social media has to offer. Due to the recognition of opportunities and importance of social media use for business purposes, a lot of authors in the field of social media (marketing) recommend using a social media strategy. However, does this really happen in practice and does it matter? In this empirical research the goal was to find out whether or not companies are using an explicit social media strategy for business purposes. In addition, this research will also take a closer look towards these strategies and whether they are planned or emergent. Furthermore, this research will give an insight if it is useful to have a planned strategy in the fast changing online environment of social media platforms and will as well shed a light on how companies establish their social media strategies. Evaluation of collected data from semi-structured interviews held at local Dutch best-practice SMEs revealed that most companies do not execute a social media strategy. The process of strategy development is taken too easy and the use of marketing information is lacking. This study unveils that there is need for a more explicit strategy amongst companies before using social media. The results of this study are reflected and compared to the existing literature, what led to the conclusion that emergent strategies are more efficient in the social media environment then planned strategies. Based on reflecting the results with existing literature it became clear that a full social media implementation is missing at most companies. Based on data collected from literature research, and semi-structured interviews a new social media strategy implementation canvas has been developed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/76363
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