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w Influence is the foundation upon which all economically sustainable relationships are built 2.3.1 Strategies and recommendations for social media Safko (2012) states that there are four keystones when successfully building a social media strategy: w Collaboration w Education w Entertainment w Communication These keystones are in different ways used to involve and engage the followers and create likes and comments on posts. Collaboration is used when asking an open question to the followers. (Safko, 2012) Education can involve some information about the company or a specific product. Sometimes just for entertaining followers with an amusing picture. It is important to have a mix of these four components to have a successful strategy. (Ibid.) Kaplan and Haenlein give recommendations on how to use social media. First of all, one needs to choose a social media that fits the purpose and where the customers are present. Further, if a company uses several social media and/or combines with traditional marketing it is important that all the channels are aligned and integrated with each other to avoid ambiguity and sending mixed signals. Lastly, there should be a framework for how to use the social media channels. (Kaplan and Haenlein, 2010) Kaplan and Haenlein give 5 tips about being social on social media: 1. Be active - Engage users 2. Be Interesting - Provide reason for customers to interact with you and themselves 3. Be humble - Learn how to use the social media 11PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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