Social spending: Managing the social media mix
AbstractThere is incessant demand for 'proof' of return on investment (ROI) for social media spending, and a significant degree of uncertainty among marketers with respect to allocating effort and budget to social media. In this article, we address these issues by identifying different ways that organizations use social media, highlighting important distinctions in these approaches and describing how to frame the spending decision for social media. Additionally, we identify dimensions that can be used to differentiate important types of social media in a social media mix, and relate this to tactical marketing execution. We also highlight the different nature of social objectives, the 'backward' process for meeting them, and the importance of establishing a social media 'mission control' as part of that process.
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Bibliographic InfoArticle provided by Elsevier in its journal Business Horizons.
Volume (Year): 54 (2011)
Issue (Month): 3 (May)
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Web page: http://www.elsevier.com/locate/bushor
Social media Marketing Budget spending Social media mix Mission control;
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- Peypoch, Ramon J., 1998. "The case for electronic business communities," Business Horizons, Elsevier, vol. 41(5), pages 17-20.
- Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
- Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
- Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
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