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.
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References
Freberg, K. (2018). Social media for strategic communication: Creative strategies and research-based applications. Los Angeles, CA: SAGE Publications.
Kim, C. M. (2016). Social media campaigns: Strategies for public relations and marketing. New York: Routledge.
Lexico. (2019). Definition of strategy in English, Lexico.comPowered by Oxford, viewed 23.08.2019: https://www.lexico.com/en/definition/strategy
Quesenberry, K. A. (2018). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Lanham, MD: Rowman & Littlefield.
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Sutherland, K.E. (2021). Social Media Strategy Development. In: Strategic Social Media Management. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-4658-7_2
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DOI: https://doi.org/10.1007/978-981-15-4658-7_2
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