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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Strategically Social - Drivers and Patterns in Social Media Management
verfasst von : Lukasz M. Bochenek, Sam Blili
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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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.