Χρησιμοποιούμενες στρατηγικές στα social media για αποτελεσματική επικοινωνία: μελέτη περίπτωσης
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Keywords
Στρατηγική ; Στρατηγικό μάνατζμεντ ; Στρατηγικός σχεδιασμός ; Ψηφιακό μάρκετινγκ ; Μέσα κοινωνικής δικτύωσης ; Social mediaAbstract
The purpose of this paper is to present strategies used in social media with the main aim of effective communication. There will be a case study on the multinational Coca-Cola Company and the strategies it selects to promote its products. The research consists of three parts. In the first part of the research, which consists of the first two chapters, we will theoretically approach the Strategic Management model which includes the analysis of the internal and external environment, the formulation of strategy, the implementation of strategy and finally the evaluation and control of strategy. The first chapter deals with the general concept of strategy from Ancient Greece at the military level to the definitions given to date in order to understand the concept of Strategic Management. The following is a reference to the stages of Strategic Management as well as to the strategic planning that aims to meet the needs of the business over time, which is due to the political-economic and technological developments and the dependence of intense competition. Chapter two presents the modern, complex and competitive environment in which businesses operate and how this affects the development of their activities. The third chapter analyzes the concepts of digital marketing and social media and what they can offer to a business. The fourth chapter examines the case study of Coca Cola, its strategy and its social media strategy, and in the fifth chapter the key conclusions are drawn and proposals for further research are made.