Social Media Marketing Management: A Conceptual Framework

  title={Social Media Marketing Management: A Conceptual Framework},
  author={Amy Parsons and Elzbieta Lepkowska-White},
  journal={Journal of Internet Commerce},
  pages={81 - 95}
ABSTRACT Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to assist managers in developing and using social media as a marketing tool. This framework has four dimensions related to the actions managers perform when implementing and engaging with social media: messaging/projecting, monitoring, assessing, and responding. Each dimension of the framework may be applied differently… 
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