Although businesses are investing a tremendous amount of resources in social media marketing, but the effects are limited. Solutions and strategies are urgently required to deal with users becoming more rigid. Therefore, activating the user’s participation has become an important issue. Despite various suggestions offered by related studies in the past from different perspectives, systematic integration from a practical standpoint remains lacking. Therefore, this study is designed to explore the dimensions that marketing strategies should cover in order to engage user participation from a practical approach and identify the key elements and steps to be taken. Through reviews of relevant literature and qualitative analysis of in-depth interviews with experts and representatives of leading brand names, international media agents and digital marketers, the author has constructed a “TRACE social media marketing strategic model”, which comprises components including “Target”, “Relevance”, “Approach”, “Complement” and “Engagement” in addition to 14 key factors that will assist businesses to foster the right concepts to energize social media users from the perspective of increasing their effective participation frequency and depth while formulating a suitable blueprint for their own social media marketing strategies to achieve optimal results.
英文關鍵字
social media, social marketing, social participation, social networks, marketing strategy
