Social media and networks have long been part of companies' value chains and a "hub" for shaping user experiences. But how should companies approach the use of technology as an arena for value creation, where social capital is strengthened by connecting social media purposes with business areas and functions? It then becomes important to understand the tactical and strategic choices that must be made to trigger gains by communicating effectively and credibly with the person you want to reach.
The time of digitalisation - development features
The digital customer journey
Social media as technologies and the profit perspective
Strategic anchoring, organizational prerequisites
The different phases of the planning process
Platforms and networks - media strategy
Layout and design of content strategy
Practical content production and effect measurement
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