Lean Social Media Szczupłe zarządzanie marką w mediach społecznościowych - AGNIESZKA GRZECHYNKA (Autor) (Kraków, 2021)
https://wydawnictwo.ignatianum.edu.pl/lean-social-media.htm
Monografia naukowa
Why do we trust “Karen from Facebook” and not the scientists? How did Grumpy Cat build its brand? What can a marmot eating an apple teach us about the potential of social media? How to increase the effi ciency of the fruit sorting process in India? And finally – how does this knowledge translate into the ability to increase the reputation capital of our own business brand? The author addresses these and other questions in her book, presenting the concept of LSMMA™ – Lean Social Media Management Approach. New business realities, born in the era of marketing 4.0, as well as evolving consumer expectations, surprising trends and new models of relations between the brand and its customers, have made it necessary to transfer a significant part of business activity to the Internet – inclu ding social media. But how can we use them effectively? Does the current approach to social media branding allow for maximization of the bene fits? Does it help companies to use the creativity and innovation capital of their employees, to build strong brand advocacy and the desired image without wasting resources? The author, looking for answers to these questions, came to the con clusion that popular strategies, taking the form of closed, rigid plans, show reduced effectiveness in the current market realities. The LSMMA™ approach, created by the author and inspired by the lean philosophy, is her attempt to search for more effective methods of managing social media operations and – moreover – to do it in accordance with not only the requirements, imposed by marketing 4.0. and customer expectations, but also the nature of social media itself (which do not allow anyone to keep them on a short, marketing lead).
Keywords: nauki o polityce i administracji; language commodification; language policy; politics of language; Russian language; sociolinguistics