RT XIX: Chap 2: Creative Strategies to Enhance Social Media Marketing
From the Book: The Refractive Thinker® Vol XIX: Social Media: Changing the World Through Communication


The use of social media gained momentum and advanced to public communications and interactions with customers and other stakeholders. With the rapid growth and expansion of social media marketing options, organizations’ leaders became interested in using social media to strategize marketing, prioritize goals, and produce high levels of performance to increase returns and minimize risks for the organization. Surveys indicated 89% of digital marketers wanted to know how the use of social media might increase their profitability and enhance their business operations. In this chapter of the Refractive Thinker®, the author presents an overview of creative strategies that might improve social media marketing. The author shares findings to enhance profitability and productivity and promote organizational growth from 10 qualitative interviews conducted with marketing managers in the United States who worked in social media marketing for a minimum of 2 years. The findings from the data analysis revealed that direct reward marketing strategy, promoting the influence of the company, and sponsoring community events increased marketing effectiveness.

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