Overview of the strategy components Our strategy components are The contents of the individual strategy components are defined in these. Importance of the strategy components The roles of the strategy components in pbsm We use the strategy components in the potential-based strategy model to develop a strategy / strategy alternative…
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4.1 Strategy component -topics and subject areas
Basics Definition strategy component topics and content The strategy component the subject areas and topics that we want to use as part of our social media offering, i.e. describes the scope of our social media strategy. Position of the strategy component in the strategy development The strategy component Topics and…
Continue Reading4.2 UserBenefit as strategy component: Basics
Basics UserBenefit runs through the entire strategy development process because it is a central component of strategy development. At the level of social media performance potential, we have dealt with user benefits and their sources; at the level of social media options for action, user benefits and their impact play…
Continue Reading4.2 Userbenefit as a strategy component: application
Application The starting point for defining the strategy component UserBenefit is a strategy draft in which the core UserBenefit(s) of the strategy draft are defined. The task of the application is to define the strategy component UserBenefit Work steps for deriving the contents From the topics that define our market,…
Continue Reading4.3 Corporate Benefit as strategy component
Basics Definition of the strategy component Corporate Benefit The strategy component CorporateBenefits describes Significance of the strategy component CorporateBenefits Strategic benefit of the strategy component The definition of the corporate benefit to be created by the social media strategy / by the social media use is an elementary component of…
Continue Reading4.4 Usage Formats as strategy component
Basics Definition of the strategy component usage formats Usage formats are the conceptual-organizational form in which social media is used. We know Audience, Community and Social Network as usage formats. Usage formats can be combined. Social media usage formats stand for certain types of social media usage – each associated…
Continue Reading4.5 Participation as a strategy component
Basics Definition of the strategy component Participation describes the possibilities that a social media strategy offers in terms of user involvement. Participation as a strategy component The participation of social media users depends not least on the content of the strategy and the resulting strategy components. The better the company…
Continue Reading4.6 Motivation as a strategy component
Basics Definition of the strategy component The strategy component Motivation defines how motivational structures (of a technical/conceptual nature) and motivational methods are used via content and structures as part of the various social media usage formats. Significance of the strategy component strategic importance of the strategy component: Motivation influences the…
Continue Reading4.7 Social Media Channels as strategy component
Basics Definition of the strategy component Channels Channels in pbsm are social media channels. Most often, the term is used synonymously for the social media channels that the company uses as part of its social media strategy. These can be the company’s own social media channels as well as third-party…
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Basics Definition of the strategy component In the potential-based strategy model for social media, the communication strategy component describes the formal and content-related design of communication in social media. Content of the communication strategy component The communication strategy component describes So we take the contents of communication from the topics…
Continue Reading4.9 Target Groups as strategy component
The section on the target groups strategy component is divided into the areas of The learning objective of the topic is to Reading time: approx. 15 minutes Exercises: Exercises are in the PDF of all exercises of this course. Basics Classification of target groups as dimension We need to understand…
Continue Reading4.10 Strategy Component Reach
Basics Definition of the Strategy Component Reach Reach defines how many social media users can be reached directly by content. The reach can be selected from exist. We distinguish in Reach beyond this occurs when content is shared – that is, second-, third-, or further-level reach. This reach is dependent…
Continue Reading4.11 Competition as strategy component
Basics Definition of the strategy component The strategy component Competition describes the design of competition within the social media strategy. It defines the competitiveness of our social media strategy for markets and topics, social media effects and social media usage formats and makes their strengths and weaknesses visible. Significance of…
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