How Managers Can Create Value from Strategic Framing of Social Media

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskriftForskningpeer review

Resumé

Strategic framing of social media tends to refer to the use of different platforms for marketingtactical purposes. This conceptual paper advances the fields of Business-to-Consumer marketing and strategic management by demonstrating how social media become conceptually framed and, in turn, how these frames influence what the manager will consider as the optimal use of social media for a given situation. More specifically, we identify six conceptualizations of social media, of which the first three regard social media as tactical tools for enhancing communication to and from end users. Such conceptualizations prevent the use of social media as strategic tools and thereby limits a strategically relevant and - for consumers - more meaningful engagement, thereby reducing potential customer value.The other three conceptualizations, we identify, regard social media in gradually more disruptive ways that enable companies and stakeholders to collaboratively create new products, services, business models, markets, and a sustainable world community. By bridging marketing strategy and business strategy the proposed conceptual framework enables managers to critically identify and scrutinize their strategic frames as a point of departure for fully creating value from social media.
OriginalsprogEngelsk
TidsskriftConference Proceedings The Business & Management Review
Vol/bind6
Udgave nummer4
Sider (fra-til)267
ISSN2047-2854
StatusUdgivet - 2015
Begivenhed3rd International Academic Conference in Paris. IACP 2015 - Paris, Frankrig
Varighed: 10 aug. 201511 aug. 2015
Konferencens nummer: 3
http://www.abrmr.com/index.php?view=conference_proceedings_single&ID=35

Konference

Konference3rd International Academic Conference in Paris. IACP 2015
Nummer3
LandFrankrig
ByParis
Periode10/08/201511/08/2015
Internetadresse

Emneord

  • Social media
  • Reframing
  • Marketing
  • Strategic management
  • Value creation

Citer dette

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How Managers Can Create Value from Strategic Framing of Social Media. / Rydén, Pernille; Ringberg, Torsten; Wilke, Ricky.

I: Conference Proceedings The Business & Management Review, Bind 6, Nr. 4, 2015, s. 267.

Publikation: Bidrag til tidsskriftKonferenceabstrakt i tidsskriftForskningpeer review

TY - ABST

T1 - How Managers Can Create Value from Strategic Framing of Social Media

AU - Rydén, Pernille

AU - Ringberg, Torsten

AU - Wilke, Ricky

PY - 2015

Y1 - 2015

N2 - Strategic framing of social media tends to refer to the use of different platforms for marketingtactical purposes. This conceptual paper advances the fields of Business-to-Consumer marketing and strategic management by demonstrating how social media become conceptually framed and, in turn, how these frames influence what the manager will consider as the optimal use of social media for a given situation. More specifically, we identify six conceptualizations of social media, of which the first three regard social media as tactical tools for enhancing communication to and from end users. Such conceptualizations prevent the use of social media as strategic tools and thereby limits a strategically relevant and - for consumers - more meaningful engagement, thereby reducing potential customer value.The other three conceptualizations, we identify, regard social media in gradually more disruptive ways that enable companies and stakeholders to collaboratively create new products, services, business models, markets, and a sustainable world community. By bridging marketing strategy and business strategy the proposed conceptual framework enables managers to critically identify and scrutinize their strategic frames as a point of departure for fully creating value from social media.

AB - Strategic framing of social media tends to refer to the use of different platforms for marketingtactical purposes. This conceptual paper advances the fields of Business-to-Consumer marketing and strategic management by demonstrating how social media become conceptually framed and, in turn, how these frames influence what the manager will consider as the optimal use of social media for a given situation. More specifically, we identify six conceptualizations of social media, of which the first three regard social media as tactical tools for enhancing communication to and from end users. Such conceptualizations prevent the use of social media as strategic tools and thereby limits a strategically relevant and - for consumers - more meaningful engagement, thereby reducing potential customer value.The other three conceptualizations, we identify, regard social media in gradually more disruptive ways that enable companies and stakeholders to collaboratively create new products, services, business models, markets, and a sustainable world community. By bridging marketing strategy and business strategy the proposed conceptual framework enables managers to critically identify and scrutinize their strategic frames as a point of departure for fully creating value from social media.

KW - Social media

KW - Reframing

KW - Marketing

KW - Strategic management

KW - Value creation

KW - Social media

KW - Reframing

KW - Marketing

KW - Strategic management

KW - Value creation

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SP - 267

JO - Conference Proceedings The Business & Management Review

JF - Conference Proceedings The Business & Management Review

SN - 2047-2854

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