Social Media

"Ordinary people can spread good and bad information about brands faster than marketers." (Ray Johnson, 1927 - 1995)
The development of internet technologies encouraged the emergence of social media, such as blogs, microblogs, social networks, location-based services, and so on. Recently, many firms have been gaining leverage (low cost, speed, endurance) by applying social media resulting in growing market demand for this marketing channel. However, many companies are still struggling with the question of how to use and integrate social media into their Marketing and Communications Strategy.

Social Media Marketing has many
advantages not only over communicating via traditional media (TV, Print, Radio, Outdoor), but also compared to other online channels.
First, it is playing a crucial role in
connecting PUSH and PULL Marketing. Furthermore, Social Media Marketing is not just about branding, it can also be used for selling products or services. Finally, the use of social media provides feedback from the outside world any company or brand needs in order to align its marketing and communication strategies.

True marketing innovation requires a culture of change and renewal in any organization. In order to change taking place, learning processes have to be established and nurtured. Exactly this opportunity is provided by social media. They are using web-based and mobile technologies to put learning in motion and are a great vehicle for getting in touch with the target audience.

Our approach to social media is building on this notion consisting of the subsequent workstreams and collaborating closely with our clients.

Listen to the audience

Before starting a dialogue with the target audience, firms should carefully identify and listen to the conversations that are taking place online. There are many tools available that can be used to track messages and opinions. We support the "digital listening process" by...

  • applying technologies to identify online influencers and opinion leaders
  • structuring and recording discussions as well as messages heard
  • revealing the impact of the online buzz on the companies strategies and tactics

Engage in a dialogue

Overarching goal of Social Media Marketing is growing the target audience and expanding a community strong enough to have an impact on brand or reputation building. Avoid selling, however getting the attention of internet users and interacting with them in different ways is key. We help increasing the engagement as follows:

  • Become part of the community by moderating the process and engaging in the conversation
  • Manage and operate blogs and microblogs (Twitter)
  • Design and organize online polls, surveys and other events and provide results for market research, product development, etc.
  • Develop applications within the networks
  • Try to expand the community by making social media viral

Act on feedback

The biggest challenge of social media for companies and brands is the difficulty to control the conversation. It simply takes place. However, this can also be a chance, because if carefully listened to and smartly having engaged with the community, by acting on the feedback the social media marketer can influence reputation. Acting on feedback from the audience has to be fast, so the Social Media Marketing Manager has to...

  • provide the desired information and support, keeping response time short
  • attract the interests of the users and provide them with ongoing information and assistance
  • keep the audience happy by providing them special offers and insights

Results delivered

Without clear metrics it is difficult to measure the success of social media campaigns and to convince Top Management investing in this powerful marketing channel. So, before starting any social media initiative, companies should define expectations in terms of quality and quantity. Action steps are:

  • Define the Social Media Strategy (Objectives, Agenda Setting, Actions, Networks) taking segmentation of target audience and networks into account
  • Select and apply measurement tools for social media activities gathering information about the spot and sort out online talk pertaining the brand
  • Analyze gathered data and information and derive conclusions and recommendations
  • Evaluate the impact of social media marketing on SEO. The share of talk and linking to the website in social networks has a positive influence on the ranking in search engines. Additionally search engines index user generated content of social networks in real-time

Networks deployed

There are many social networks and platforms available and companies should follow a step-by-step approach for selecting and rolling out a social media strategy.

There are many classifications of social media available, one approach might be looking at the
purpose of the network, another segmentation is the kind of business or objectives of the company (B2B, B2C).

  • Selecting social networks depending on purpose and Social Media Strategy: business networks (LinkedIn, Xing, etc.), socializing networks (Facebook, Tumblr, Orkut, StudiVZ etc.), location based services (Foursquare, Tupalo), entertainment networks (MySpace, etc.)
  • Another criteria for selecting social networks are B2B networks (LinkedIN, Xing, YouTube, Google Profiles) or B2C networks (Facebook, Foursquare, Flickr) or both (Twitter, YouTube, Blogging)
  • Define selection criteria in terms of campaign objectives, User statistics, Popularity, features, profile options
  • Define processes and roles and responsibilities
  • Draft an editorial plan for developing and publishing content
  • Design and develop applications or choose technologies
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Almost no buzz word has dominated the digital world during the last two years more than "social media". Social Media are the most recent pillar of a compelling and sustained marketing communications strategy.

The proliferation of
blogs and the exploding user numbers in social networks like Facebook, Twitter, Tumblr, and many more provide opportunities for advertisers to reach their target audience at low cost. Moreover, the speed of producing content as well as its permanent availability in the web are further factors making Social Media Marketing so useful.

At STOEHR INTERACTIVE, competency in Social Media is part of our
integrated communications approach. Learning directly about and from the target audience has become the prerequisite for sustained marketing innovation.

We achieve this over 5 workstreams:
  • Listen to the audience
  • Engage in a dialogue
  • Act on feedback
  • Results delivered
  • Networks deployed

Social Media Marketing is very similar to content marketing and actually complements the latter. Both digital communication strategies are geared towards building engagement and attitude.

However, whereas content marketing is focused on stories, formats, and processes and is considered to be rather
one-way communications, social media marketing is a two-way communication strategy making use of interaction, dialogue and learning from the target audience.