How to Develop a Strategy for Social Media

Authored by Moira Clark, Professor of Strategic Marketing, Henley Business School

Unlocking the potential of social media continues to bamboozle boardrooms around the world. In this Q&A article, Moira Clark, a Criticaleye Thought Leader, outlines a six-stage framework for planning, managing and integrating the use of social media as part of your wider strategy and explores which businesses are getting it right.

Key themes include:

  • Understanding 'crowd sourcing'
  • Perceived risks of social media
  • Rationalising return on investment
  • Successfully integrating the strategy
  • Building relationships v selling more

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