Consumers are adopting increasingly active roles in co-creating advertising content with their respective brands and companies. In turn, businesses and organizations are looking to online social marketing programs and campaigns in an attempt to reach consumers where they 'live' online. Further, as social media strategies are developed by firms, platforms for example YouTube, Facebook, and Twitter are too often treated as standalone components rather than component of an integrated system. This article offers a systematic way of conceptualizing and understanding on-line social media, as an ecosystem of connected components involving both conventional and digital media. We highlight a best-practice case study of the successful efforts of an organization in reaching a significant audience of young consumers to leverage social media. Then, we conclude with several insights and lessons related to the tactical integration of social media into a company's marketing communications strategy.
We're all Connected The Power of the Social Media Ecosystem Case Study Solution
PUBLICATION DATE: May 15, 2011 PRODUCT #: BH435-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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