Were all Connected: The Power of the Social Media Ecosystem Harvard Case Solution & Analysis

Consumers are taking a more active role in the creation of a joint marketing with content companies and their brands. In turn, companies and organizations want to online marketing programs and campaigns to reach consumers where they "live" on the Internet. However, the challenge for many companies is that although they recognize the need to be active in social media, they do not fully understand how to do it effectively, that performance indicators must be measured, and how they should measure their . In addition, as companies develop social media strategies, platforms such as YouTube, Facebook, Twitter, and too often treated as separate elements, rather than part of an integrated system. This article provides a systematic way of understanding and comprehension of social media site, as an ecosystem elements, involving both digital and traditional media. We take note of the best practices on successful efforts of the use of social media in reaching an important audience of young consumers. Then, we conclude with some ideas and lessons related to the strategic integration of social media in the marketing strategy of communication. "Hide
by Richard K. Hahn, Andrew Rohm, Victoria L. Crittenden Source: Business Horizons 9 pages. Publication Date: May 15, 2011. Prod. #: BH435-PDF-ENG

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