Building Effective Social Media Strategy: Case-Based Learning and Recommendations

Abstract

The chapter offers recommendations to effectively integrate social media in a company’s IMC strategy. Using in-depth interviews and practical examples, the author delves deep into social media strategies adopted by organizations operating in different business segments. Findings show that the strategy of social media integration is not about style or aesthetics rather it should be based on a strategic fit between a brand’s objectives and users’ needs. Further, it is imperative for brand managers to have a deep understanding of the company’s goals so that the objectives behind social media integration can be achieved effectively.