Formalizing social media marketing strategies: a case study of Namibian SMEs

Abstract

While Namibian SMEs are actively involved in social media marketing, there is a lack of deeper knowledge in audience analysis, campaign analytics and proper strategy planning to fully extract its benefits. Within the scope of the wider study, our main objective was to design and test the application of a formalised social media analytics framework, in order to improve business intelligence and brand building for Namibian SMEs. In this particular paper, we explore the role analytics plays in informing brand storytelling, visual communication and content creation when it comes to establishing a social media presence in Namibia's marketing landscape.