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Social Media Strategy Development

In: Strategic Social Media Management

Author

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  • Karen E. Sutherland

    (University of the Sunshine Coast)

Abstract

Developing an evidence-based strategy is the first action that a business or nonprofit organisation should take in relation to their social media presence (Freberg, 2018; Kim, 2016; Quesenberry, 2018). Without conducting in-depth research that informs social media activities, Social Media Managers are merely guessing as to what will work for their organisation or clients. It is a rare business or organisation that has an unlimited supply of funds, time and staff to support such guesswork.

Suggested Citation

  • Karen E. Sutherland, 2021. "Social Media Strategy Development," Springer Books, in: Strategic Social Media Management, edition 1, chapter 2, pages 7-10, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-4658-7_2
    DOI: 10.1007/978-981-15-4658-7_2
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