How Managers Can Create Value from Strategic Framing of Social Media

Research output: Contribution to journalConference abstract in journalResearchpeer-review

Abstract

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.
Original languageEnglish
JournalConference Proceedings The Business & Management Review
Volume6
Issue number4
Pages (from-to)267
ISSN2047-2854
Publication statusPublished - 2015
Event3rd International Academic Conference in Paris. IACP 2015 - Paris, France
Duration: 10 Aug 201511 Aug 2015
Conference number: 3
http://www.abrmr.com/index.php?view=conference_proceedings_single&ID=35

Conference

Conference3rd International Academic Conference in Paris. IACP 2015
Number3
CountryFrance
CityParis
Period10/08/201511/08/2015
Internet address

Keywords

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

Cite this

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

In: Conference Proceedings The Business & Management Review, Vol. 6, No. 4, 2015, p. 267.

Research output: Contribution to journalConference abstract in journalResearchpeer-review

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

AU - Rydén, Pernille

AU - Ringberg, Torsten

AU - Wilke, Ricky

PY - 2015

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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.

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