Integrating Social Media into the Business Strategy of an Organisation

Millions of people use social media platforms daily and so present a huge market opportunity to businesses. However, management need a clear approach to the use of social media. This paper is a qualitative literature survey on the successful use of social media in business. It provides a model that can be used to ensure social media is directed by strategy, thus achieving business objectives. The approach is theoretical, based on an examination of recent case study material on the use of social media, successful or otherwise, across several business sectors. Arising out of the survey is seen the need to clarify the use of social media in business. This leads to a tool, the Social Media Canvas, which links strategy to the use of social media and provides for its successful implementation and evaluation. This results in effective change within the organisation. The opportunities presented by social media require the business to become a social enterprise. Central to this are customer needs and wants and the processes underlying consumer decisions. The Canvas links the business strategy directly to the customer’s decision-making process, and shows how social media can attract new customers and maintain relationships with them.