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Winning in social: A blueprint for progressing enterprise social maturity

Author

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  • Thomas, Chris

Abstract

In 2019, enterprise use of social media is past its experimental stage and increasingly focused on effective and efficient execution. Most enterprises possess social programmes that have evolved organically, and are thus fragmented, creating brand and operational risk. From this fragmented base, developing business maturity in social becomes exponentially challenging — as adaptations to organisation, technology infrastructure and operating models are needed to make progress. Enterprises need to define a common set of challenges for ‘next step’ maturation, and a core set of principles to guide and enhance their evolving approach to social media. This paper discusses this evolution, along with the associated challenges and principles.

Suggested Citation

  • Thomas, Chris, 2019. "Winning in social: A blueprint for progressing enterprise social maturity," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(1), pages 35-43, June.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:1:p:35-43
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    More about this item

    Keywords

    social media; social maturity; organisation; change management; best practices; case studies;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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