How Managers can Create Value from Strategic Framing of Social Media

Pernille Rydén, Torsten Ringberg, Ricky Wilke

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Abstract

Strategic framing of social media tends to refer to the use of different platforms for marketingtactical purposes. This conceptual paper advances the fields of Business-to-Consumer marketing and strategic management by demonstrating how social media become conceptually framed and, in turn, how these frames influence what the manager will consider as the optimal use of social media for a given situation. More specifically, we identify six conceptualizations of social media, of which the first three regard social media as tactical tools for enhancing communication to and from end users. Such conceptualizations prevent the use of social media as strategic tools and thereby limits a strategically relevant and - for consumers - more meaningful engagement, thereby reducing potential customer value.The other three conceptualizations, we identify, regard social media in gradually more disruptive ways that enable companies and stakeholders to collaboratively create new products, services, business models, markets, and a sustainable world community. By bridging marketing strategy and business strategy the proposed conceptual framework enables managers to critically identify and scrutinize their strategic frames as a point of departure for fully creating value from social media.
Original languageEnglish
JournalBusiness and Management Review
Volume6
Issue number4
Pages (from-to)267
ISSN2047-0398
Publication statusPublished - 2015
Externally publishedYes
Event3rd International Academic Conference in Paris - Paris, France
Duration: 10 Aug 201511 Aug 2015
http://www.abrmr.com/index.php?view=conference_proceedings_single&ID=35

Conference

Conference3rd International Academic Conference in Paris
CountryFrance
CityParis
Period10/08/201511/08/2015
Internet address

Keywords

  • Social media
  • Reframing
  • Marketing
  • Strategic management
  • Value creation

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