Shi-Shuenn Chang, Alptekin Erkollar, LESSON TICKER: SOCIAL MEDIA MANAGEMENT in:

Alptekin Erkollar (Ed.)

Enterprise & Business Management, page 33 - 36

A Handbook for Educators, Consultants, and Practitioners

1. Edition 2017, ISBN print: 978-3-8288-3814-7, ISBN online: 978-3-8288-6842-7,

Series: Enterprise & Business Management, vol. 3

Tectum, Baden-Baden
Bibliographic information
33 Shi-Shuenn Chang | Alptekin Erkollar LESSON TICKER: SOCIAL MEDIA MANAGEMENT What is social media? Any online tool that helps you connect and engage with your clients, students, or public. Social media enables organizations to maintain daily contact with their online audience, creates opportunities for conversations and collaborations with visitors and other organizations. In order to streamline outward-facing social networks, social media management should be employed, to see all your social networks in one place. Before you begin to use social media you should ask the following questions: • Do we already have one? • Do we really need one? • Who will manage and maintain it? • Is there time to maintain it? • What kind of account to use? Why you need a social media policy and project plan? Provide guidance for using social media to communicate about your organization, clarify the relationship between existing policies and contemporary uses of social media, provide a structure for future social media endeavors and clarify work-related and personal uses of social media. 34 Shi-Shuenn Chang | Alptekin Erkollar How to develop a social media strategy? • business mission • business goals • department goals • social media goals • social media tactics • social media tactics Goal setting awareness- consideration - preference - visit - advocacy Phase 1: now-3 months • calls to action • engagement vs. Narration • cross-channel integration Phase 2: 3 – 12 months • uniform brand • search optimization • mobile optimization • blog / content Phase 3: 12 months on • clear and direct customer journey • audience optimized • intuitive usability What to consider? What are the goals you hope to achieve by using social media? What are the reasons your social media use will complements our overall strategic plan? What are the types of content you’ll provide and the types of content you’ll solicit from your community? What are the performance outcomes? How will you know if it was worthwhile developing this? Who is / are the intended audience(s)? Age? Profession? Internal or external? Special interests? Who are the individuals authorized to speak on behalf of your organization? 35 Lesson ticker: Social Media Management How to create meaningful connections with audience? Use a friendly voice in your posts, create and encourage conversations, ask your followers questions, respond to your followers, do not leave questions unanswered, prompt and friendly communication will result in audience members feeling a sense of importance and belonging to your organization, know your collections and subject matter, post what is relevant to the lives of your audience members. Types of posts Cross-Media Posting: Post important articles and news across all of your social networks simultaneously. Schedule posts: Draft posts for the future. Auto-Scheduling: Designates post upload tine depending on when your social network receives highest volume of traffic. Social media analytics Understanding the popularity and outreach of your social networks is vital. Use this data when composing your future posts. Social media strategies Understand the value of social media Develop your social media brand Create a social media team Employ a social media manager Document social media goals Use a brand strategy for social media Determine your visuals Establish and document repeatable, efficient social media processes Establish and document standards regarding how content is published and monitored Decide what and when to post on social media Measure and evaluate (check metrics) Social Media Marketing is an effective, free way to communicate with your members, and gain new members by advertising your group and your events online. This form of marketing allows you to cultivate 36 Shi-Shuenn Chang | Alptekin Erkollar your outward-facing image and engage with your audience and your members. Not only is it effective, but it provides quantifiable data that explains why your marketing techniques and outreach attempts are / are not working.

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The development of information technology has sped up the importance of management information systems, which is an emerging discipline combining various aspects of informatics, information technology and business management. Understanding the impact of information on today’s organisations requires technological and managerial views, which are both offered by management information systems.

This publication takes an interest in the cooperation of business management and management information systems. Its contributions focus on both research areas and practical approaches, in turn showing novelties in the area of enterprise and business management. Main topics covered in this book are technology management, software engineering, knowledge management, innovation management and social media management. This book adopts an international view, combines theory and practice, and is authored for researchers, lecturers, students as well as consultants and practitioners.