Integrated model for evaluating social media strategy

Identifier:  imarina:9411541

Handle:  https://hdl.handle.net/20.500.11797/imarina9411541

Authors:  Capriotti Peri, Vicente-Paul

Abstract:
The research proposes a taxonomic framework to evaluate organisations' communication strategy in social media. It enriches the research into and practice of social media communication strategy by defining and integrating the key dimensions (posting, interactivity and content) in a holistic model. This work enhances the understanding of the strategic management of social networks by introducing an integrated framework of social media strategic communication that enables scholars to conduct further research on this topic and offers professionals a practical guide for the strategic management of communication on social media.