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Social spending: Managing the social media mix

  • Weinberg, Bruce D.
  • Pehlivan, Ekin
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    There 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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    File URL: http://www.sciencedirect.com/science/article/B6W45-5282PKN-1/2/3a757eaf8499398677f96671ffff30e9
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    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 54 (2011)
    Issue (Month): 3 (May)
    Pages: 275-282

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    Handle: RePEc:eee:bushor:v:54:y:2011:i:3:p:275-282
    Contact details of provider: Web page: http://www.elsevier.com/locate/bushor

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    1. 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.
    2. Peypoch, Ramon J., 1998. "The case for electronic business communities," Business Horizons, Elsevier, vol. 41(5), pages 17-20.
    3. 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.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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