Leveraging the network-building potential of social media marketing: An examination of digital engagement strategies and tactics for entrepreneurial firms

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The review is based on “Digital engagement strategies and tactics in social media marketing” (2019). This case study paper analyzes social media (SM) communications and interview responses to uncover the types of strategies and tactics entrepreneurial firms can use on their SM accounts. These communicates are arranged into the categories: connect, engage, coordinate, and collaborate. Examples of tactics deployed include making business-related requests on SM to establish relationships, posting links to events, and even sharing potential sales opportunities. The authors particularly recommend adopting a collaborative approach with other firms as a way of delivering successful SM marketing strategies non-aggressively.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Leveraging the network-building potential of social media marketing: An examination of digital engagement strategies and tactics for entrepreneurial firms", Strategic Direction, Vol. 36 No. 6, pp. 9-11. https://doi.org/10.1108/SD-03-2020-0045