Dossier: Social media, economics and businessISSUE 2 (NOV 2014)

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.

engagement strategy;  digital marketing;  social media; 
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