SpringerLink
Log in

The Social Media Monitoring Process and its Role in Social Media Strategy Development

  • Conference paper
  • First Online:
Advances in Digital Marketing and eCommerce (DMEC 2021)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Included in the following conference series:

Abstract

Social media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
EUR 29.95
Price includes VAT (Germany)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
EUR 128.39
Price includes VAT (Germany)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
EUR 171.19
Price includes VAT (Germany)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free ship** worldwide - see info
Hardcover Book
EUR 171.19
Price includes VAT (Germany)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free ship** worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    The German keywords to conduct the literature review were “Social Media Strategie”, “Social Media Monitoring”, and “Social Media Listening”.

References

  • Assmann, S., Röbbeln, S.: Social Media für Unternehmen. Das Praxisbuch für KMU. Rheinwerk, Bonn, Germany (2013)

    Google Scholar 

  • Bauer, C., Bensmann, P.: Markenkonforme Social-Media-Strategie für kleine und mittelgrosse Organisationen. In: Robra-Bissantz, S., Lattemann, C. (eds.) Digital Customer Experience, Edition HMD. Springer Vieweg, Wiesbaden, Germany (2019)

    Google Scholar 

  • Beilharz, F.: Social Media Marketing im B2B. O’Reilly, Köln, Germany (2014)

    Google Scholar 

  • Ceyp, M., Scupin, J.P.: Erfolgreiches Social Media Marketing. Konzepte, Massnahmen und Praxisbeispiele. Springer Gabler, Wiesbaden, Germany (2013)

    Google Scholar 

  • Choi, J., Yoon, J., Chung, J., Coh, B.Y., Lee, J.M.: Social media analytics and business intelligence research: a systematic review. Inf. Process. Manag. 57(6) (2020)

    Google Scholar 

  • Chumwatana, T., Chuaychoo, I.: Using social media listening technique for monitoring people’s mentions from social media: a case study of Thai airline industry. In: 2nd International Conference on Knowledge Engineering and Applications (ICKEA) (2017)

    Google Scholar 

  • Dalla Vecchia, M., Vogel, T., Zachlod, C.: Social Media: Schritt für Schritt zum Erfolg. In: Peter, M.K., Niedermann, A. (eds.) Das digitale Marketing-Toolkit. Wie Unternehmen sich digital vermarkten und kommunizieren. Ringier, Zürich, pp. 76–93 (2020)

    Google Scholar 

  • Decker, A.: Der Social-Media-Zyklus. Schritt für Schritt zum systematischen Social-Media-Management im Unternehmen. Springer Gabler, Wiesbaden (2019)

    Google Scholar 

  • EBSCO 2020. EBSCO Information Services. https://www.ebsco.com

  • Effing, R., Spil, T.: The social strategy cone: towards a framework for evaluating social media strategies. Int. J. Inf. Manag. 36(1), 1–8 (2016)

    Article  Google Scholar 

  • Evertz, S.: Analysiere das Web!: Wie Sie Marketing und Kommunikation mit Social Media Monitoring verbessern. Haufe, Freiburg (2017)

    Google Scholar 

  • Fan, W., Gordon, M.D.: The power of social media analytics. Commun. ACM 57, 74–81 (2014)

    Article  Google Scholar 

  • Google Scholar (2020). https://scholar.google.com

  • Gorry, G.A., Morton, M.S.S.: A Framework for management information systems. In: Alfred P. Sloan School of Management, Working Paper, pp. 510–571 (1971)

    Google Scholar 

  • Hadi, T.A., Fleshler, K.: Integrating social media monitoring into public health emergency response operations. Disaster Med. Public Health Preparedness 10(5), 775–780 (2016)

    Article  Google Scholar 

  • Henry, S.E.: Social networking for the equipment finance industry: divine or a distraction? J. Equipment Lease Financ. 29(1), 1–7 (2011)

    Google Scholar 

  • Hilker, C.: Social Media für Unternehmen: Wie man **ng, Twitter, Youtube und Co. erfolgreich im Business einsetzt. Linde, Vienna (2010)

    Google Scholar 

  • Hilker, C.: Erfolgreiche Social-Media-Strategien für die Zukunft: Mehr Profit durch Facebook, Twitter, **ng und Co. Linde, Vienna (2012)

    Google Scholar 

  • Hoffmann, D.: 5 Stufen zur erfolgreichen Social Media-Strategie. Dajana Hoffmann Social Media & Marketing (2017). https://socialmedia-hoffmann.de/5-stufen-zur-erfolgreichen-social-media-strategie/

  • Holmes, S.: Social Media Marketing. Steigern Sie Ihren Unternehmenserfolg mit Facebook, Instagram, XING & Co. Webmasters Press, Nürnberg (2020)

    Google Scholar 

  • Jensen, M.B.: Characteristics of B2B adoption and planning of online marketing communications. J. Targeting Meas. Anal. Mark. 14(4), 357–368 (2006)

    Article  Google Scholar 

  • Latzer, M., Büchi, M., Festic, N.: Internet Use in Switzerland 2011–2019: Trends, Attitudes and Effects. University of Zurich, Department of Communication and Media Research, Research Report Media Change & Innovation Vision, January, Zurich (2019)

    Google Scholar 

  • Leeflang, P., Verhoef, P.C., Dahlström, P., Freundt, T.: Challenges and solutions for marketing in a digital era. Eur. Manag. J. 32, 1–12 (2014)

    Google Scholar 

  • Lembke, G.: Social Media Marketing: Analyse, Strategie, Konzeption, Umsetzung. Cornelsen, Berlin (2011)

    Google Scholar 

  • Li, C., Bernoff, J.: Facebook, YouTube, **ng & Co: Gewinnen mit Social Technologies. Hanser, München (2009)

    Google Scholar 

  • Mack, D., Vilberger, D.: Social Media fur KMU: Der Leitfaden mit allen Grundlagen, Strategien und Instrumenten. Springer Gabler, Wiesbaden (2015)

    Google Scholar 

  • Manzira, F.M., Bankole, F.: Application of social media analytics in the banking sector to drive growth and sustainability: a proposed integrated framework. Open Innov. Conf. (OI) 2018, 223–233 (2018)

    Google Scholar 

  • Moreno, A., Garrison, P., Bhat, K.: WhatsApp for monitoring and response during critical events: aggie in the Ghana 2016 election. In: 14th International Conference on Information Systems for Crisis Response and Management, vol. 14, pp. 645–655 (2017)

    Google Scholar 

  • Orlandi, L.B., Zardini, A., Rossignoli, C.: Organizational technological opportunism and social media: the deployment of social media analytics to sense and respond to technological discontinuities. J. Bus. Res. 112, 385–395 (2020)

    Article  Google Scholar 

  • Oswald, M.: 60-Minuten-Social-Media-Strategie mit Hand und Fuss. Digital Pioneers (2016). http://t3n.de/news/60-minuten-social-media-strategie-746947/

  • Pahrmann, C., Kupka, K.: Social Media Marketing. Praxishandbuch für Twitter, Facebook, Instagram & Co. O’Reilly, Heidelberg (2020)

    Google Scholar 

  • Peter, M.K., Dalla Vecchia, M.: The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. In: Dornberger, R. (ed.) New Trends in Business Information Systems and Technology, pp. 251–265. Springer, Berlin (2021)

    Chapter  Google Scholar 

  • Peter, M.K., Kraft C., Streitenberger, M.: Forschungsresultate zum Stand der Digitalen Transformation. In: Peter, M.K. (ed.) KMU-Transformation: Als KMU die Digitale Transformation erfolgreich umsetzen. Forschungsresultate und Praxisleitfaden. FHNW Hochschule für Wirtschaft, Olten, pp. 29–55 (2017)

    Google Scholar 

  • Pomputius, A.: Can you hear me now? social listening as a strategy for understanding user needs. Med. Reference Serv. Q. 38(2), 181–186 (2019)

    Article  Google Scholar 

  • ProQuest (2020). https://www.proquest.com

  • Rankl, J.: Social Media Strategie erstellen. Emarcon (2016). http://emarcon.de/social-media-strategie-erstellen/

  • Rappaport, S.D.: Listening solutions. J. Advertising Res. 50(2), 197–213 (2010)

    Google Scholar 

  • Ruisinger, D.: Social-Media-Strategie. Zuesrt das Ziel, dann die Tools. Zeitschrift Führung + Organisation 80(5), 326–328 (2011)

    Google Scholar 

  • Schütz, S.: Mit den richtigen Fragen zur Social-Media-Strategie. Zielbar (2017). https://www.zielbar.de/magazin/social-media-strategie-checkliste-16197/

  • Stieglitz, S., Dang-Xuan, L., Bruns, A., Neuberger, C.: Social media analytics: an interdisciplinary approach and its implications for information systems. Bus. Inf. Syst. Eng. 6(2), 89–96 (2014)

    Article  Google Scholar 

  • Stuber, R.: Erfolgreiches Social Media Marketing mit Facebook, Twitter, Google + , XING, LinkedIn, YouTube. Data Becker, Düsseldorf (2012)

    Google Scholar 

  • Stuber, R.: So gelingt Ihr Social Media Start – die ZEMM-MIT-Methode als Schritt-für-Schritt Anleitung (Teil 1). Absatzwirtschaft (2017). http://www.absatzwirtschaft.de/so-gelingt-ihr-social-media-start-diezemm-mit-methode-als-schritt-fuer-schritt-anleitung-teil-1-11513/

  • Swisscovery 2020. https://swisscovery.slsp.ch

  • Vey, D.: Social-media-strategie – ressourcenplanung, budget und die richtige kommunikation. In: Kocks, K., Knorre, S., Kocks, J.J. (eds.) Öffentliche Verwaltung – Verwaltung in der Öffentlichkeit. Springer VS, Wiesbaden (2020)

    Google Scholar 

  • Whiting, A., Williams, D.: Why people use social media: a uses and gratifications approach. Qual. Market Res. Int. J. 16(4), 362–369 (2013)

    Article  Google Scholar 

  • Zeng, D., Chen, H., Lusch, R., Li, S.-H.: Social media analytics and intelligence. Intell. Syst. 25(6), 13–16 (2011)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Business, University of Applied Sciences and Arts Northwestern Switzerland FHNW, Olten, Switzerland

    Cécile Zachlod & Marc K. Peter

Authors
  1. Cécile Zachlod
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Marc K. Peter
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Cécile Zachlod .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. ESADE Business & Law School, Barcelona, Spain

    David López López

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Zachlod, C., Peter, M.K. (2021). The Social Media Monitoring Process and its Role in Social Media Strategy Development. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_16

Download citation

Publish with us

Policies and ethics

Search

Navigation