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Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success by Neal Schaffer

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Chapter 2

A Social Media Strategy

The Framework for the Ever-Changing World of Social Media

Although I agree with Peter Drucker’s statement that “culture eats strategy for breakfast,”1 managing social media for your business has such a huge potential to eat up precious hours of your employees’ time and span across several departments that there is a need to create and manage internal processes. Furthermore, you need to know how well your social media program is doing and what other things you could be doing to maximize your social. This is why, although organic and spontaneous social media activities might work at some companies with the right culture, most businesses require a road map to provide structure to manage their social media programs over time.

WHY IS THERE A NEED FOR A SOCIAL MEDIA STRATEGY?

A social media strategy is the only rational response to the need for collaboratively creating a written piece that all internal parties can agree on. It can determine how many resources are used for what social media activity as well as define what tactics you will and won’t pursue in social media. It serves as your road map for the present and future, and should personnel change, it still carries on its main function.

Most important, creating a robust social media strategy is the secret to managing your social media return on investment (ROI). Because creating any strategy begins with determining your company’s specific objective, this book will help you create a social media ...

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