Abstract
Firms sometimes run social media marketing by the seat of their pants, lacking clear direction or established goals. This kind of chaotic adoption provides little control or quality assurance. This chapter focuses on limiting the proliferation risk, while streamlining the process management. We present tools for improving quality control and assurance to achieve a unified brand image.
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References
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Gattiker, U.E. (2013). Evaluating the Process: Quality Assurance. In: Social Media Audit. SpringerBriefs in Computer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-3603-4_7
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DOI: https://doi.org/10.1007/978-1-4614-3603-4_7
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