Document Type : Original Article
Authors
1
Assistant Professor, Department of Management, Faculty of Management, University of Tehran, Tehran, Iran
2
Media Management, Management Faculty, Tehran
3
Associate Professor at Bu-Ali Sina University, Hamedan, Iran
Abstract
Abstract
Social media has changed the media market. As a result, a power shift from the media to the audience is emerging. This change makes it difficult for the media to attract and retain the audience. The main goal of this research is to achieve appropriate marketing strategies through social media in media organizations. By studying and reviewing research-related texts as well as previous research, based on the requirements of the subject, an in-depth interview method was used to gather information in the present study. The statistical sample includes 35 experts, top executives of media organizations, university professors, researchers and media specialists. A SWOT analysis is applied in this research. In general, by analyzing the findings and comparing strengths and weaknesses (internal factors) and threats and opportunities (external factors), and the combination and comparison of the strengths and opportunities (SO), weaknesses and opportunities (WO), strengths and threats (ST), weaknesses and threats (WT), effective strategies can be developed to apply to social marketing in media organizations.
We achieved the results that can be summarized as follows:
Comprehensive problem finding in Iranian media organizations, revising goals and structures, development of a new Strategic Council of Cyberspace, revision of the Human Resources chart, improving technical systems, creation of research committees, reviewing and compiling content for social networks, engagement with organizations, and attracting contributors.
Keywords
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