article 6: elements of strategic social media marketing - a holistic framework

Question 1

holistic

Answer 1

= refers to the notion that the components of the overall construct cannot be divorced from the whole. Or as the configuration of the components that ultimately determine a response to a setting, situation, or concept

Question 2

4 central dimensions of strategic social media marketing framework

Answer 2

1. Social media marketing scope
2. Social media marketing culture
3. Social media marketing structure
4. Social media marketing governance

Question 3

Social media marketing scope

Answer 3

= addresses the question whether companies use social media marketing predominantly for communication with one or a few stakeholders or comprehensively both externally and internally as a genuine tool for collaboration.
- Defenders= use social media primarily as a one-way communication tool to entertain consumers or to inform stakeholders.
- Explorers= use social media in an authentic way based on collaboration with many different stakeholders, like clients, employees, suppliers, etc.

Question 4

Social media marketing culture

Answer 4

• Conservatism= represented by an encapsulated, traditional, mass-advertising approach
  to social media marketing.
• Modernism= is characterized by a more permeable, open, and flexible social media
  marketing culture.

Question 5

Social media marketing structure

Answer 5

= addresses the organization and departmentalization of the social media marketing assignment in the firm.
- Hierarchies= stand for a centralized approach with a clearly defined social media marketing assignee.
- Networks= represent an organizational structure in which all employees are responsible for social media marketing

Question 6

Social media marketing governance

Answer 6

= refers to how the company establishes rules and guidelines and how social media marketing responsibilities are controlled in the company.
- Autocracy= a situation in which precise regulations on who in the company is allowed to interact on social media platforms.
- Anarchy= represents a situation without any such rules or guidelines