TY - CHAP

T1 - Lean Social Media Communication Strategies for SMEs

T2 - Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs

AU - Kizilkan, Katrin

AU - Wagenknecht, Maximilian

N1 - Publisher Copyright: © 2023 Walter de Gruyter GmbH, Berlin/Boston.

PY - 2023/11/6

Y1 - 2023/11/6

N2 - In the chapter titled “Lean Social Media Communication Strategies for SMEs – Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs,” Katrin Kizilkan and Maximilian Wagenknecht present how the Lean Startup Method can improve digital communication through active control of lean and targeted communication. This chapter provides a first attempt where parts of the Lean Startup Method are combined with social media communication to create a risk-adjusted lean communication strategy. The theoretical content of the chapter is developed by a systematic literature review and an inductive content analysis to connect these theoretical concepts. The results indicate that social media must be understood as an opportunity to actively interact with the core customers and as a tool that must be continuously evaluated and readjusted. Additionally, the benefits of a lean strategy can lead to cost reductions in market research and the preservation and control of the customer base. The most important findings are compiled in a risk-adjusted Lean Social Media Strategy framework for practitioners and future research.

AB - In the chapter titled “Lean Social Media Communication Strategies for SMEs – Exploring the Field of Risk-Adjusted Lean Social Media Communication Strategies in the Context of the Lean Startup Method for SMEs,” Katrin Kizilkan and Maximilian Wagenknecht present how the Lean Startup Method can improve digital communication through active control of lean and targeted communication. This chapter provides a first attempt where parts of the Lean Startup Method are combined with social media communication to create a risk-adjusted lean communication strategy. The theoretical content of the chapter is developed by a systematic literature review and an inductive content analysis to connect these theoretical concepts. The results indicate that social media must be understood as an opportunity to actively interact with the core customers and as a tool that must be continuously evaluated and readjusted. Additionally, the benefits of a lean strategy can lead to cost reductions in market research and the preservation and control of the customer base. The most important findings are compiled in a risk-adjusted Lean Social Media Strategy framework for practitioners and future research.

KW - Management studies

KW - Customer Development Method

KW - Lean startup method

KW - Lean Communication

KW - Persevere or Pivot

KW - Social Media

KW - Communication Theories

KW - Small and Medium Enterprises

KW - Risk Management

KW - Entrepreneurship

UR - https://d-nb.info/1290728305

UR - http://www.scopus.com/inward/record.url?scp=85177466772&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/0d4ee0b3-5c6a-3390-ab0f-4a2c79e2ed7d/

U2 - 10.1515/9783110747652-011

DO - 10.1515/9783110747652-011

M3 - Chapter

SN - 978-3-11-074752-2

SN - 3-11-074752-9

T3 - De Gruyter Handbooks in Business, Economics and Finance

SP - 201

EP - 239

BT - De Gruyter Handbook of SME Entrepreneurship

A2 - Dabić, Marina

A2 - Kraus, Sascha

PB - Walter de Gruyter GmbH

CY - Berlin

ER -