Definition social media strategy components
Social media strategy components are individual components of a social media strategy, broken down according to a functional assignment or task.
Strategy components according to the pbsm are:
- User benefit: the benefit for the user that results from the social media strategy (core strategy component).
- Company benefit: the benefit that social media creates for the business model and other company goals (core strategy component).
- Usage formats: the structural format in which the strategy works (core strategy component)
- Target groups
- Reach
- Topics: the structure with which we break the market down into individual elements in the strategy (core strategy component).
- Competition
- Participation: the participation offers of the strategy (core strategy component)
- Motivation: motivation methods and structures (core strategy component)
- Communication
- Channels: the social media channels in which the strategy operates (core component)
- Goals
- Resources
- Assumptions and prerequisites
Meaning and practical use
- Social media strategy components are the link between the social media strategy and daily work in social media. They transport the tasks, content and goals from the social media strategy into daily work. By breaking down the strategy into implementation-oriented content, the content also becomes more implementation-oriented and is better suited to daily work and its planning. This makes it easier to control and orient daily work towards the social media strategy. This means that the strategy is present every day.
- A defined set of components ensures a complete social media strategy. At the same time, we can identify negative and positive mutual influences through the interactions of the content of the strategy components and adapt the content accordingly.
- From the individual core strategy components, we can both identify the respective competitive quality of the strategy component and, in the joint picture with the other core strategy components, read the competitive quality of the strategy / strategy draft.
- Through the content of the individual strategy components, we can better identify the resource requirements and the feasibility of a strategy.
Application of strategy components in pbsm
The potential-based strategy model is the strategy model in social media that works with a fixed set of social media strategy components. This means that the effect that a strategy is intended to achieve in social media is organized through its structures and content and can be recognized in its performance and competitive quality.
At the same time, with the defined set of strategy components, pbsm takes into account the realization that anything that is not carefully defined, organized and integrated into day-to-day work in a strategy will only happen in the short term at best.
We derive the content of the social media strategy components from the defined social media strategy. The content/tasks and goals of the strategy components form the basis for planning our daily work.
How the potential-based strategy model pbsm for social media works –
the components of the method
| Component | Description | Benefits | |
| 1 | Social media performance potential | Performance potential of social media for companies with defined performance, requirements and competitive quality of its individual elements. | Social media strategies that leverage the full performance potential of social media for the business model are more capable. |
| 2 | Social media options for business | The social media options for business show the possibilities of a company to use social media promisingly for its business model and which benefits are possible with it. | The company has a detailed picture of the business benefits that can be achieved through social media for the business model, the measures required for this, and the competition. A nearly perfect situation awareness. |
| 3 | Definition of strategy | Definition of strategy drafts according to different priorities from the benefits of social media for the business model and the competitive situation. | Strategy drafts enable us to test and identify the best possible combination of possible business benefits, competitive opportunities and resource requirements. |
| 4 | Strategy components | 14 strategy components, which include market processing and management of the social media strategy. | Standardisierte Strategieinhalte sichern Vollständigkeit, Qualität, Funktionalität und Vergleichbarkeit von Strategien. |
| 5 | Strategy evaluation | Evaluation of strategy drafts according to defined criteria in order to compare competitiveness and performance of strategies. | Comparability of performance and competitiveness of different strategy drafts with different business benefits. |
The content of the social media strategy components is created after and with the strategy definition. They contain the content, goals and tasks relevant to the implementation of the strategy, with which the strategy is anchored in the daily work of the social media team.
The content of the social media strategy components is connected to one another in many ways. This is basically the case with every strategy. However, these connections are not always easy to recognize and their effects. In structured sets of strategy components, positive and negative interactions as well as the mutual requirements can be more easily recognized and presented. This also applies to the relationship between the content of the strategy components and their resource requirements. The connection between resource requirements, effects on the strategy component and effects on the success of the strategy as a whole can be more easily presented using this structure – especially if we include the competitive situation of the content of our social media strategy components in the analysis.
Basic content elements of the most important strategy components
Content elements describe what we want to achieve, how we want to achieve this goal and what impact this has on other strategy components, as well as the resource requirements that arise from this. In our core strategy component, we therefore describe and explain
- Goals/Objecitves
- Measures
- Competitive performance
- Performance for business model and company goals
- Interactions
- Resource requirements
as precisely and specifically as possible. Strategy components are the bridge to day-to-day work. We use the strategy components to define the tasks for “day-to-day work”.
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