SMM Chapter 5: Strategic Use of Social Media and Strategy Planning; Chapter 14 Case Study

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Learning Objectives

After reading this chapter, students should be able to

• Learn about the core elements of strategic social media marketing.
• Understand that strategic social media marketing has to take a “value driving” perspective.
• Consider the risk side of social media marketing and ensure strategy planning factors in potential risks/downsides.
• Describe the main decisions that should be made when developing or adjusting a social media strategy for a brand or company.
• Know the elements to consider when writing a social media marketing strategy.