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What Do Buyers Want From Their Relationships With Optical Buying Groups? The Role of Embeddedness, Switching Costs, and Commitment Read chapter Read first chapter

2016 | OriginalPaper | Chapter

Strategically Social - Drivers and Patterns in Social Media Management

Authors : Lukasz M. Bochenek, Sam Blili

Published in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

Publisher: Springer International Publishing

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Social media open new opportunities for companies from both b2c and b2b sectors. They can engage directly with the consumers, customers and stakeholders within nanoseconds. These new opportunities create also dangers related to crisis management. The information can spread instantly and destroy corporate reputation. Therefore, the management of social media becomes strategically important for the companies. Management of the Facebook and Twitter profiles are not anymore considered as summer internships. Those are actually core managerial functions which are governed within the organizations.

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Metadata
Title
Strategically Social - Drivers and Patterns in Social Media Management
Authors
Lukasz M. Bochenek
Sam Blili
Copyright Year
2016
Book
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

Print ISBN: 978-3-319-24182-1

Electronic ISBN: 978-3-319-24184-5

Copyright Year: 2016

DOI
https://doi.org/10.1007/978-3-319-24184-5_112