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  • Connecting Social Media and Traditional Media: Best & Worst Practices

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    Ярослав Гуртовой
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    This document summarizes a chapter about connecting social media and traditional media marketing strategies. It discusses how companies face challenges in developing and managing their social media platforms while aligning them with traditional media campaigns. There is little agreement on what performance metrics should be used to evaluate social media. The chapter examines different firm approaches to using social media with traditional media. It applies performance metrics to these campaigns and measures consumer reaction. It highlights best practices across firms leveraging social media to reach youth audiences. It concludes with insights on strategically integrating social media into existing marketing communications strategies.

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    This document summarizes a chapter about connecting social media and traditional media marketing strategies. It discusses how companies face challenges in developing and managing their social media platforms while aligning them with traditional media campaigns. There is little agreement on what performance metrics should be used to evaluate social media. The chapter examines different firm approaches to using social media with traditional media. It applies performance metrics to these campaigns and measures consumer reaction. It highlights best practices across firms leveraging social media to reach youth audiences. It concludes with insights on strategically integrating social media into existing marketing communications strategies.

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    17 views2 pages

    Connecting Social Media and Traditional Media: Best & Worst Practices

    Uploaded by

    Ярослав Гуртовой
    This document summarizes a chapter about connecting social media and traditional media marketing strategies. It discusses how companies face challenges in developing and managing their social media platforms while aligning them with traditional media campaigns. There is little agreement on what performance metrics should be used to evaluate social media. The chapter examines different firm approaches to using social media with traditional media. It applies performance metrics to these campaigns and measures consumer reaction. It highlights best practices across firms leveraging social media to reach youth audiences. It concludes with insights on strategically integrating social media into existing marketing communications strategies.

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    © All Rights Reserved
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    See discussions, stats, and author profiles for this publication at: https://www.researchgate.

    net/publication/312209368

    Connecting Social Media and Traditional Media: Best & Worst Practices

    Chapter · January 2017


    DOI: 10.1007/978-3-319-50008-9_259

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    3 authors, including:

    Richard Hanna Victoria Crittenden


    Babson College Babson College
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    CONNECTING SOCIAL MEDIA AND TRADITIONAL MEDIA: BEST & WORST PRACTICES

    Andy Rohm, Loyola Marymount University, USA


    Richard Hanna, Northeastern University, USA
    Victoria Crittenden, Boston College, USA

    ABSTRACT
    Companies today seeking to establish closer customer relationships face a daunting task: how to develop and manage their
    social media marketing platforms and align them with traditional media. However, there is little agreement on what
    performance metrics should be used to evaluate social media campaigns. Furthermore, questions remain regarding the role
    social media plays in the firm's overall marketing campaign. While consumers are adopting increasingly active roles in co-
    creating marketing content along with companies and their respective brands, many firms still are less comfortable
    relinquishing control of their brand message within the unstructured social media environment. The challenge facing
    companies is that, although they recognize the need to be active in social media, they don’t truly understand how to do it
    effectively, what performance indicators they should be measuring, and how they should be measured. In this paper, we
    examine different approaches by firms to use social media in conjunction with their traditional media. We apply different
    performance metrics to these campaigns and measure consumer reaction. We highlight best practices across several firms’
    efforts to leverage social media in order to reach the important youth audience, and we conclude with insights and lessons
    related to the strategic integration of social media into firms’ existing marketing communications strategies.

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