Elements of strategic social media marketing: A holistic framework

Question 1

Social media marketing scope

Answer 1

Addresses the question whether companies use social
media marketing predominantly for communication with one or a few stakeholders or comprehensively both externally and internally as a genuine tool for collaboration.

Question 2

SMM scope defenders vs explorers

Answer 2

Explorers: use social media in an authentic way based on collaboration with many different stakeholders, like clients, employees, suppliers, etc

Defenders: use social media primarily as a one-way communication tool to entertain consumers or to inform stakeholders.

Question 3

SMM culture conservatism vs modernism

Answer 3

Conservatism: represented by an encapsulated, traditional, mass-advertising approach to social media marketing

Modernism: characterized by a more permeable, open, and flexible social media marketing culture

Question 4

Social media marketing structure

Answer 4

addresses the organization and departmentalization
of the social media marketing assignment in the firm.

Question 5

SMM structure hierarchies vs networks

Answer 5

Hierarchies: stand for a centralized approach with a clearly defined social media marketing assignee

Networks: represent an organizational structure in which all employees are responsible for social media marketing.

Question 6

Social media marketing governance

Answer 6

refers to how the company establishes rules and guidelines and how social media marketing responsibilities are controlled in the company

Question 7

SMM governance autocracy vs anarchy

Answer 7

Autocracy: a single department centralizes & administers control of SM communication

Anarchy: : is represented by a “laissez-faire” mentality in which no such rules exist & departments/employees are free to communicate at will on SM platforms.