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Jumping off the social bandwagon: The importance of doing more with less and the key organisational changes required along the way

Author

Listed:
  • Charlesworth, Elizabeth

    (Head of Communications, The Old Vic, The Cut, London, SE1 8NB, UK)

Abstract

This paper provides a case study examination of how to realign your social strategy with organisational goals, with a focus on reducing and focusing activity for resource and budget-constrained industries. The paper explores channel demographics, how to navigate ever-changing best practice, TikTok strategy, social tone of voice, consistency of monitoring and measurement, and the stakeholder engagement involved in proposing and implementing a significant change to the way your organisation uses social media.

Suggested Citation

  • Charlesworth, Elizabeth, 2023. "Jumping off the social bandwagon: The importance of doing more with less and the key organisational changes required along the way," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(1), pages 7-19, June.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:1:p:7-19
    as

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    More about this item

    Keywords

    social media strategy; tone of voice; social demographics; TikTok strategy; audience development; monitoring and measurement;
    All these keywords.

    JEL classification:

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

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