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Social media matrix

Matching corporate goals with external social media activities
: Kasper, Harriet; Koleva, Iva; Kett, Holger

Fensel, Dieter; Kett, Holger; Grobelnik, Marko ; Fraunhofer-Institut für Arbeitswirtschaft und Organisation -IAO-, Stuttgart; Jozef Stefan Institute -IJS-, Ljubljana:
Common Value Management. 1st International Workshop Common Value Management, CVM 2012 : At the Extended Semantic Web Conference, ESWC 2012; May 27-31, 2012; Heraklion, Greece
Stuttgart: Fraunhofer Verlag, 2012
ISBN: 3-8396-0411-7
ISBN: 978-3-8396-0411-3
International Workshop on Common Value Management (CVM) <1, 2012, Heraklion>
Extended Semantic Web Conference (ESWC) <9, 2012, Heraklion>
Conference Paper
Fraunhofer IAO ()

In this paper we introduce the Social Media Matrix, a practitioner-oriented instrument that supports companies to decide based on their corporate or communication goals which social media activities to execute. The matrix consists of three parts: 1. Social media goals and task areas have been identified and matched. 2. Five types of social media activities have been defined. 3. The matrix provides a structure to assess the suitability of each activity type on each social media platform for each goal. Whereas the first two parts can be generally used, the assessment must be onducted explicitly for an industry sector. A ready to use assessment for the German B2B sector has been exemplarily compiled from expert-interviews with practitioners and by reviewing concrete social media activities. The matrix is used as a basis for social media consultancy projects and evaluated thereby.