A guideline for the strategic implementation of social media messaging within a marketing communication context
Marketing communication practitioners lack a guideline for implementing social media strategically. In the light of this, the authors of this article explored the strategic implementation of social media within a marketing communication context. A grounded theory process was firstly followed in ord...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1595 |
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| Summary: | Marketing communication practitioners lack a guideline for implementing social media
strategically. In the light of this, the authors of this article explored the strategic implementation
of social media within a marketing communication context. A grounded theory process was firstly
followed in order to compile a list of social media messaging categories. This list was then paired
with the disciplines of the marketing communication mix, based on their inherent similarities. To
demonstrate the practical relevance of the pairings thereafter, the authors followed a process of
action research as a way of analysing an organisation’s existing social media messaging plan, referencing the strategic considerations that the pairing process inferred. By doing so, the authors
established that the pairing and action research process explored could be used as a strategic
guideline for social media managers to improve the degree to which an organisation’s social
media messaging is conducive to the reaching of specific marketing communication objectives.
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| ISSN: | 0259-0069 2957-7950 |