diffusion stage. During this stage, people are motivated to think about what specific outcome they aim to achieve through the media strategy, which could be very diverse among different parties. For instance, non-profit organizations tend to raise public awareness by well-designed media strategy while public companies care about how many profits will be driven out of a media strategy. Finally in the maturity stage, the main focus is no longer the goal but monitoring. Monitoring what’s happening in social media platforms is likely to generate significant insights that will not be found in any previous stages. Case studies Old Spice, an American old male grooming product brand, hits a huge marketing success by orchestrating social media campaigns for a correct targeted social group. Even though men are the direct consumers of Old Spice body wash product, they rarely purchase it by themselves whereas women are the actual buyers of men’s body wash. In terms of such quantitative research findings, Old Spice tailored a series of social media campaigns to attract female consumers and finally led to a steep increase in sales. Therefore, media strategy could be especially beneficial and profit-driven when implemented to the right target audiences, and doing research is an efficient approach to verify the target group. Looking back to the Old Spice’s case, social media strategy is not just to create networking effects and viral influence. The terminal goal is to pinpoint the most appropriate medium to reach out to the target audience and thus convey messages efficiently. See also Social media marketing Marketing strategy Digital marketing References Mass media Marketing strategy Promotion and marketing communications Types of marketing