Siyue Zhu | Communication, Media and Learning Technologies Design | Mathematics Science and Technology

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Teachers College, Columbia University
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Communication, Media & Learning Technologies Design

In the Department of Mathematics, Science & Technology

Social Media Strategies in Global Corporations

Siyue Zhu, M.A. in Communication and Education

In today’s knowledge-based digital age, social media is changing the traditional way that people find, consume and share information.  The integral media ecology is also becoming more and more interactive and technology-based.  Under these conditions, it is important for global corporations to build social media business strategies in order to improve their brand awareness and recognition.  In this literature review, the main topic is to explore social media strategies for global corporations in a communicative perspective.  By utilizing SWOT framework, this study sets out to better understand the strengths, weaknesses, opportunities and threats of social media strategies.  Furthermore, the thesis presents a set of recommendations about how to create and implement social media strategies in the context of international companies.  In order to protect and strengthen the brand, big international companies should invest in a series of holistic social media strategies, which are robust and flexible enough to adapt to the changing global technological and media environments.

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