Basics performance potential audience Social media usage formats describe and define the performance potential of social media into specific categories. The individual social media usage formats differ significantly in terms of both performance and requirements. With the help of social media usage formats, the performance potential of a social media…
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2.3.1 Social media performance potential audience usage format: basics 2
Basics social media performance potential audience Competition General competitive situation of the Audience Audiences as part of a heterogeneous social media infrastructure: Audiences – like other usage formats – can be part of a social media infrastructure consisting of different usage formats, i.e. used in combination with network and community.…
Continue Reading2.3.1 Social media performance potential Audience usage format: Application
Application performance potential audience Application levels The practical application of Audience as a component of strategy development has two levels. The decisions that are made to use an audience as part of a social media strategy and the strategically relevant elements of implementation. Decisions If we decide to take the…
Continue Reading2.3.2 Social media performance potential Community usage format: basics
Basics social media performance potential community In this part of the topic, we will cover the basics for the following content from the perspective of social media strategy development: Definition and description At pbsm, we define communities as common-core communities focused on longer-term networking, sharing, and collaboration. Definition explanations Common…
Continue Reading2.3.2 Social media performance potential community usage format: Application
Application The topic Social Media Performance Potential Application Community deals with the use of a community from a strategic perspective. We define how we specifically shape our community within our social media strategy in the strategy component Usage Formats. Here we determine the basis for the application of the community…
Continue Reading5.0.1 Strategy definition Basics: Strategy priorities and strategy alternatives
The initial situation The starting point for our strategy definition is our Before we start defining the strategy, it is recommended to make sure that the initial situation is sufficiently stable. I. e. the Not only do we need a stable foundation for defining strategy alternatives, but we should also…
Continue Reading5.0.2 Strategy definition basics: corporate objectives, social media strategy objectives and social media objectives
Corporate objectives for social media in pbsm The corporate objectives for social media define which objectives of the company are to be supported by social media. This means that we define the social media strategy objectives via the corporate objectives that we support with social media. Distinguish business objectives for…
Continue Reading5.0.3 Strategy definition Basics: Competition and competitive reactions
Basics As a company, we are in a competitive environment with our services. In social media, we primarily find ourselves competing for attention and engagement instead. When it comes to the element of engagement at the latest, many companies are actually in uncharted territory. Until now, corporate activities have not…
Continue Reading5.0.4 Strategy definition Basics: Content of Strategy Components
Learning Objective: Fundamentals of deriving the content of the core strategy components. Reading time: approx. 22 minutes Exercises: Exercises are in the PDF of all exercises of this course. Introduction: This section provides an overview of the basics of defining strategy versions and making decisions about the content of core…
Continue Reading5.0.5 Problematic Strategic Starting Situations, Customer Journey, Options
This section deals with problematic initial situations for strategy development resulting from the market situation. Problematic initial situations due to internal company circumstances are not dealt with here. In fact, it is not possible to deal with all conceivable problematic initial situations, just as it is questionable to apply a…
Continue Reading5.1.0 Strategy Definition Usage: Organization
Initial situation Let’s start with the information base. We know Requirements for strategies Good strategies are Definitions Delimitation of strategy options and options for action Strategy versions: Strategy versions are possible strategies that we develop for different requirements. The goal of strategy versions is to Organization of the strategy definition…
Continue Reading5.1.2 Strategy Definition Usage: competitive responses, customer journey, options
Application competitive responses We take into account recognizable competitive responses when developing the content of the strategy components. That is, in strategy development, we decide on specific content based on the courses of action available to us and our priorities and the focus of the strategy. We check what responses…
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