Brand Management and Media Gatekeeping

Abstract

This chapter examines the brand manager's point of view on content marketing and brand management in the social media. Using the filters of media gatekeeping, the authors study Greek executives' views and practices in local and multinational firms and agencies. Findings indicate that gatekeeping still prevails. The dipole between control and security on the one hand, and openness and dialog on the other, determines all decision-making processes. A standardization of practices is observed, especially around brand communities and content publishing, as well as a need for control and risk avoidance. Global brands rely on headquarter-provided content requesting approvals for any modification. Local brands tend to outsource and monitor content calendars. Most brands consider what to release rather than what not to. They maintain a narrow, campaign-oriented mindset that reflects traditional practices and have not embraced the requirements for transparency and openness that prevail in the social media environment.