Social Media Marketing Strategy: Concepts and Steps to Form Connections
The emergence of social media has led many companies to adopt them as marketing channels. Yet these media are novel enough to still leave many marketers unsure as to how to plan an effective social media marketing strategy, actually oriented towards engaging prospects. In this article, we discuss how to shape a social media strategy. To do so, we show the key concepts and steps involved in the planning process of this type of digital marketing strategy, and how to measure their impact immediately.
ODS
Inma RodríguezA tenured Associated Professor of Marketing within the Economics and Business Sciences Department of the UOC, and Director of the Observatory of New Economy (ONE). ONE is a research group of the Internet Interdisciplinary Institute within the UOC, which is accredited as a Consolidated Research Group by the Catalan government. Dr. Rodríguez-Ardura is a professor in the UOC’s Economics and Business programmes, and in the Master’s and Doctoral Programme in Information and Knowledge Society. She has been an Assistant Professor at the University of Barcelona, Visiting Fellow at the University of Oxford, and Visiting Professor at Babson College, Boston. At the UOC, Dr. Rodríguez-Ardura designed and has been Director of the undergraduate and graduate programmes in marketing. Moreover, she has served as Director of the Master’s Programme, and the Doctoral Programme in Information and Knowledge Society. She has been working on many competitive research projects funded by European, and international organisations. Her research has been published in a number of journals. She has also authored several books on marketing, communication, and e-commerce. Her most recent book is Marketing digital y comercio electrónico (Pirámide, 2014).
