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The Social Media Monitoring Process and its Role in Social Media Strategy Development

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Cécile Zachlod

    (University of Applied Sciences and Arts Northwestern Switzerland FHNW)

  • Marc K. Peter

    (University of Applied Sciences and Arts Northwestern Switzerland FHNW)

Abstract

Social media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process.

Suggested Citation

  • Cécile Zachlod & Marc K. Peter, 2021. "The Social Media Monitoring Process and its Role in Social Media Strategy Development," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 144-152, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_16
    DOI: 10.1007/978-3-030-76520-0_16
    as

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