Developing a Framework to Shape the Strategic Management of Social Media Activities for an Online Magazine

Calise, Giovanni
(2020) Developing a Framework to Shape the Strategic Management of Social Media Activities for an Online Magazine. Doctor of Business Administration thesis, University of Liverpool.

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A common problem amongst non-profit organizations is a lack of procedures guiding social media activities, often resulting in underperforming engagement level. Developing procedures to guide social media actions to overcome low engagement is a managerial problem that needs to be addressed by marketing managers and CMO’s. This thesis applies the action research approach to develop a framework for a non-profit online magazine to shape the strategic management of the organization’s volunteers through the actions of content creation and promotion on social media; resulting in the desired level of engagements. The resulting framework, the Social Media Conversation framework (SMC) which is applicable to the platforms of Twitter and Instagram, can be utilized to alleviate a managerial problem of CMO’s who are failing to obtain adequate social media engagements by providing recommendations that will be useful to making optimal decisions and procedures in respect to digital marketing campaigns based on the analysis of actual data. The SMC has three parts based upon diffusion theories. The first part guides content creators through the content creation process through the stages of topic selection, social monitoring, content style, and content format. The second part of the SMC provides a guide to maximize the social media platform while publishing a post through the use of text, hashtags, content, and self- promotion. The third part of the SMC provides an effective option for marketing managers to advertise Twitter posts through the use of keyword targeting promoted tweets. The actionable knowledge developed from this study was utilized by the magazine to establish procedures to manage the organization’s social media activities.

Item Type: Thesis (Doctor of Business Administration)
Uncontrolled Keywords: twitter, instagram, social media, social monitoring
Divisions: Fac of Humanities & Social Sci > School of Management
Depositing User: Symplectic Admin
Date Deposited: 04 Feb 2020 16:18
Last Modified: 16 Mar 2020 10:15
DOI: 10.17638/03070795
  • Mastorakis, George
  • Shepherd, Jill