Chapter 4: Social Media Marketing Strategy

When you finish reading this chapter, you will be able to answer these questions:

  • Where does social media marketing planning fi t into an organization’s overall planning framework?
  • What are the phases of social media marketing maturity? How does social media marketing change for companies as they shift from the trial phase to the transition phase and eventually move into the strategic phase?
  • What are the steps in social media marketing strategic planning?
  • How can organizations structure themselves to support social media marketing?
  • What are the key components of an organizational social media policy, and why is it important to have such a policy in place?