Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.

中文翻译：

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社交媒体营销策略：定义、概念化、分类、验证和未来议程

尽管社交媒体的使用作为公司战略组合的一个组成部分变得越来越重要，但很少有研究系统地整合和扩展有关社交媒体营销策略 (SMMS) 的知识。为了填补这一研究空白，我们首先使用社交媒体和营销策略维度来定义 SMMS。接下来是SMMS 发展过程的概念化，它包括四个主要组成部分，即驱动因素、输入、吞吐量和输出。接下来，我们提出了一种分类法，根据其战略成熟度将 SMMS 分为四种类型：社交商务策略、社交内容策略、社交监控策略和社交 CRM 策略。我们随后使用来自先前实证研究的信息验证了 SMMS 的这种分类法，以及从深度访谈和社交媒体营销经理的定量调查中收集的数据。最后，我们根据该领域专家的意见为未来的研究提出了富有成效的方向。