Choosing the Right Social Media Platform for Your Business – a Conceptual Framework

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What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?

2. Strategy

People

Who do we want to talk with? What is there to know about them? About their interests, their goals, their lives, their behavior, etc.?

Content

What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web?

Platforms

Which platforms are the best for the people we want to reach and the content we want to talk about?

Setup

Monitoring, Analytics, Reporting

How can we listen to what people say about us and the topic relevant to us? How do we gain insight and improve our approach?

Internal Organization

Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? Which vendors need to be brought in?

Engage Evaluate and Enable Strategy

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Figure 3https://www.saxion.nl/wps/wcm/connect/1f2f34de-a0af-49dc-8050-e59f86046a82/Artikel+Enable_Engage_Evaluatie_RobinEffing+ea.pdf?MOD=AJPERES

Case Consideration

Let’s consider social media platform for political marketing

The use of social media for political marketing should be systematic with well-defined separated strategic, tactical and operational approach for effectiveness. Factors that affect social media in politics:

Penetration of social media and internet

Cultural behavior and orientation

Demographics

And for using social media in political marketing, the followings should be taken into consideration

Segmentation of Social Media data

The outline of the diverse web-based social networking stages is with the end goal that the statistic, geographic, religious affiliations, way of life, social intrigue and political slant information of clients are accessible. Subsequently, this data can be utilized to further profile the electorates and make homogeneous groups for social collaboration with and among individuals from the groups. Powerful division of the diverse gathering of the electorate will give vital data on issues, position and attributes of the distinctive gatherings that make up the potential voter populace.

Data Availability

The data available from the social media platform can be used to analyze the electorate.

Micro Targeting

Small scale focusing on acquaints another worldview with division by utilizing scientific and information mining methods to reveal already obscure examples that could foresee another section of enthusiasm with as much as 87% achievement rate (Murray and Scime, 2010). Miniaturized scale focusing on can reveal examples, suggestions and forecasts that can be utilized for fitting the correspondence and how the groups are locked in.

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Figure 4 https://www.researchgate.net/publication/282441999_A_FRAMEWORK_FOR_THE_USE_OF_SOCIAL_MEDIA_FOR_POLITICAL_MARKETING_AN_EXPLORATORY_STUDY