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How to unlock the maximum return on social content

Author

Listed:
  • Dougenik, Michelle

    (Ocean Spray Cranberries, Inc., USA)

Abstract

In today’s digital world, brands require timely ingenuity in order to thrive. Consumers demand continuous content, entertainment and information, when and where they want it. They rule the social media landscape and dictate how brands conform to it. This paper examines how consumers’ behaviours have changed over the years and in turn, driven changes in the social space and how brands must play within it. It also shares the story behind how one consumer packaged goods brand — Ocean Spray Cranberries — unlocked the key to efficient and effective social media content.

Suggested Citation

  • Dougenik, Michelle, 2022. "How to unlock the maximum return on social content," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(2), pages 103-115, September.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:2:p:103-115
    as

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    More about this item

    Keywords

    social content; social media marketing; social media strategy; creative development; effective social media content; efficient social media content; channel differentiation; maximising content lifespan;
    All these keywords.

    JEL classification:

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

    Statistics

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