Analysis of Strategic Social Media Marketing Elements and Framework

This report provides a comprehensive analysis of strategic social media marketing, focusing on a holistic framework. It examines the critical role of social media in the 21st century, exploring aspects like consumer relationship management, purchase behavior, and brand management. The report reviews literature to establish a framework, addressing research questions related to social media marketing definitions and essential factors for strategy development. It discusses the advantages of considering various factors and the limitations of the study, including the dynamic nature of the market and the limited sample size. The methodology involves qualitative research, using interviews with social media experts and online surveys. Findings reveal four dimensions for strategic social media marketing: culture, governance, structure, and scope. The report concludes with a critical analysis, highlighting the study's contributions and limitations, such as the lack of quantitative approaches and cross-cultural considerations. The study offers a new definition of social media marketing and suggests a research gap fulfillment.

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communication
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3/28/2020
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Elements of strategic social media marketing: A holistic framework
Social media marketing is one of the popular aspects to be discussed considering that
changing technological environment and digitalisation across the world. Various researches
have been made considering social media marketing and a framework for strategy is
pertaining to social media marketing. One of the articles by Flexi, R considers social media
marketing as aspect to study for an integral element of business in 21st century. The study
reflects introducing social media marketing as critical aspect for managers and researchers.
Other than this the study describes on various issues pertaining to social media marketing like
consumer relationship management, purchase behaviour, innovation management, brand
management and employee recruitment. This reflects that the rational of the study that has
been investigated through the article is quite strong and considering various factors that may
impact the strategic social media marketing (Flexi et al., 2017).
The literature has been considered prior to providing holistic framework of strategic social
media marketing. Other than this the complexity is considering this aspect also included for
discussion in the article. The article consider to address strategic social media marketing
managerial and theoretically relevant to the research gap through exploration of two major
research question. It can be said that the major pros for the study include considering various
factors to be included as part of discussion for social media marketing as this will also reflect
the holistic approach of the study. However there are various other elements across the
market which are dynamic and unpredictable which could not be considered as part of study,
which can be one of the major cons of study rationale (Flexi et al., 2017).
The theoretical contribution that has been identified through the research is including or
providing a comprehensive conceptualisation of strategic social media marketing which goes
over hi from consumer focus point to communicate shift aspects which are part of literature

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as per existing social media marketing. Considering the research questions, that reflects
finding answers for social media marketing definitions and the conceptualisation. Other than
this the research will also consider to answer factors that are essential to be Consider while
developing social media marketing strategy for an organisation. Considering the theoretical
basis that has been considered by the research article and the research question it can be said
the research gap could be analysed through various theories and frameworks like
organisational management, communications, and public relations relevant strategic social
media marketing elements (Armstrong & Giardina, 2016). Other than this the research also
consider theoretical framework of understanding the essential dimensions which reflect
decision making for strategic social media marketing along with involved trade-offs in an
organisation. However, it can be said that considering the theoretical framework for factors
that are essential as part of development of strategic social media marketing, these factors
may be dynamic and changing as per the situation and environment which is one of the major
drawbacks from the research while analysing the research gap between theoretical framework
and research question (Du & Bstieler, 2016).
Considering the literature or theoretical framework of the research it can be said that various
aspects of social media marketing for considered. For instance Outcomes and objectives of
social media marketing for discussed as part of literature which investigates particular
objectives for social media marketing and include increase in brand awareness, simulation of
sales, improvement in brand image, reduction of marketing cost, generation of traffic to
online platform and creation of user interactivity on various social media platform by Usa
stimulation to share or post the content. Literature also included the boundary conditions for
social media marketing effectiveness which investigates the elements that are part of social
media marketing for study of negative implication and positive implication of social media
for an organisation (Ryan, 2016). Considering this study the research included for

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investigating the positive and negative aspects of social media marketing strategies for an
organisation which is one of the advantages detail to be considered as theoretical framework.
The literature in the research also consider studying the need of a holistic framework
approach in social media marketing which reflect relational, linear and exchange Biased
partnership for the organisation while considering the relations with consumers (Tiago,
2014). Considering the theoretical framework it can be said that the research reflect limitation
for scope of the study as the definition which needs to be understand that what social media
marketing strategy is not being accomplished from the theoretical approach. Moreover this
thus not reflect the basis for understanding the factors that are influencing strategies of social
media marketing development, which are the basic research questions of the article (Hudson
& Roth, 2016).
The methodology considered through this research article is qualitative and discovery
oriented research approach. The researcher considered primary research considering the
qualitative approach using survey an interview as the method of data collection. The two
samples that have been considered by the study into nude interview of seven social media
exports and online survey were collected from 43 respondents were consideration of social
media exports (Stephen, 2016). It can be said that the data collection method selected for this
article is quite appropriate as this may include in-depth interview and understanding of
national and international perspective on social media marketing. Other than this this depth
interview from the experts reflects understanding of marketing practices in the industry and
practical settings. The second data collection method that was the survey conducted online
was also pros for the research article as this include approaching people online in order to
understand and analyse independent qualitative data. Considering that to approach it can be
said that the major advantage of considering these two approaches our in-depth study from
the interview that is understanding the consumer behaviour and the market behaviour with

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the exports and gain additional knowledge while asking the questions based on the replies of
the person and alter the information directed towards answer of the eventual research
questions. Other than this it has been identified that people are ready to contribute as part of
survey through online as it is quick and easy to approach (Gautam & Sharma, 2017).
However the limitation to the primary research study is limited number of respondents and
sample size. It can be said that the validity and reliability of the information collected could
be questioned due to the small sample size of the research. The questions that have been
asked from the respondents from interview included definition of social media marketing,
discussion regarding successful factors and the metrics that are responsible for success on
social media marketing and discussion of best or worst example is pertaining to social media
marketing as per their opinion. Lastly they were asked to describe ideal implementation of
this strategy considering sell selected organisation (Tiago, 2014).
Considering the ethical consideration as identified from the research article it can be said that
the data collected are considered to be collected from the individuals who are willing to
answer which has been collected without any bias , Among which 50 surveys were collected.
However it was identified that seven surveys were not appropriately fulfilled or answers were
incomplete which were rejected to be considered as data analysis part. Therefore it can be
said that the positive aspect from data collection reflect the ethical consideration of the
research. However it has reflected the limitation by selection of the people interviewed
among the 265 experts identified in social media marketing. The selection of seven
interviews was not clearly identified from the research (Flexi et al., 2017).
Considering the findings from the research four dimensions were identified for strategic
social media marketing which reflect culture, governance, structure and scope. It can be said
that the advantage from the findings include answer to various questions in social media
marketing strategies through this framework identified including four dimensions (Tuten &

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Ashley, 2015). The in-depth study of all the factors of social media marketing were
conducted which reflected a new definition of social media marketing and suggest a research
gap fulfilment for the article. However some of the limitations from the findings of the
research included use of quantitative approach are considering various position in the four
dimension’s identified. It can be said the quantitative approach of methodology for finding
and analysing the data could have increased the validity and reliability of the information
presented as findings. Moreover another limitation the research lacks with cross cultural
differences considering social media used by consumers. The reason being interview
conducted from European representations were in majority which reflect only one culture
(Thomson, 2016).
From the critical analysis of the report it can be concluded that the research reflect light on
various elements of social media marketing along with new definition to the concept which
reflect fulfilling the research gap. However the study was limited to small size sampling and
lack of quantitative approaches used to study the analysis.

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References
Armstrong, C.G. & Giardina, M.D., 2016. Embracing the social in social media: An analysis
of the social media marketing strategies of the Los Angeles Kings. Communication & Sport,
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Du, S. & Bstieler, L., 2016. Sustainability, social media driven open innovation, and new
product development performance. Journal of Product Innovation Management, 33, p.55.
Flexi, R., Rauschnabel, P.A. & Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-26.
Gautam, V. & Sharma, V., 2017. The mediating role of customer relationship on the social
media marketing and purchase intention relationship with special reference to luxury fashion
brands. Journal of Promotion Management, 23(6), pp.872-88.
Hudson, S. & Roth, M.S., 2016. The influence of social media interactions on consumer–
brand relationships: A three-country study of brand perceptions and marketing behaviors.
International Journal of Research in Marketing, 33(1), p.27.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10(1), pp.17-21.
Thomson, H., 2016. Marketing small and medium sized enterprises in the digital age:
opportunities and challenges.. Teaching Business & Economics, 20(1), p.4.

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Tiago, M.T.P., 2014. Digital marketing and social media: Why bother? Business Horizons,
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Tuten, T. & Ashley, C., 2015. Creative strategies in social media marketing: An exploratory
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