Social Media Marketing for Business

Scaling an Integrated Social Media Strategy Across Your Organization

Andrew Jenkins

• Publisher: Kogan Page
• Year: 2022
• Print ISBN:
  9781398603691
• Edition: 1
• eBook ISBN:
  9781398603707
• Topic: Business
• Subtopic: Business Strategy
• Index: Business

Social media has become an imperative for almost every business. Discover how to successfully implement an effective social media strategy that is supported and integrated throughout every part of your organization, with this essential handbook to enhancing your online presence.

Social Media Marketing for Business provides a step-by-step roadmap to setting up effective workflows, team configurations, governance models and social media policies, alongside creating and measuring content and social media campaigns that have the competitive edge. Featuring insights from leading industry experts, it covers areas such as balancing social media ownership, measuring success using analytics and conducting a social media audit.

Containing an array of international case study examples from organizations such as The World Wildlife Fund (WWF), Deloitte Digital, Dell, Burger King and LVMH, Social Media Marketing for Business explores how to build a supportive culture, get buy-in and the common pitfalls to avoid. Supported by a content calendar templates, content marketing framework and online presentation slides, this book is a one-stop-shop for developing effective social media marketing strategies and integrating them within your business.

Index

Note: Page numbers in italics indicate figures

Afghanistan 183

AI. See artificial intelligence (AI)

Altimeter Group 149–51, 151

Amazon 169

Twitch 125

American Apparel 183

American Rifleman (journal) 48

Anders Pink 143

Andreessen Horowitz 131

Andreessen, Marc 131

AOL 125

Apache Software Foundation 128

Apache Wave. See Google Wave

Application Programming Interface (API) 32, 83

Aroma Espresso 200

artificial intelligence (AI) 35, 60, 162, 186

based social media tools 143

Asana 117

At Your Service (Eliason) 190

audiences 178–80

custom audiences 179, 180

lookalike audiences 179, 180

persona-based audiences 179, 180

Audiense 84, 66–67

Autism Awareness Month 159

B2B 20, 22, 29, 144–45, 198

B2C 20, 22, 29, 144–45

Baer, Jay 27, 35, 107

Basecamp 117

Bebo 125

Bell 183, 186

#BellLetsTalk 183

benchmarking 81–86

external 82–86

internal 81–82

blogs 30–31, 34, 35

see also content marketing

Boeing 195–96, 196

Boyle, Susan 189

brand hashtags 181–82

brand monitoring 153–55

Brazil 128

Breslin, Jimmy 62

Buffer 178

Burger King 41

Buzzsumo 30, 52, 108, 143

calls to actions (CTAs) hashtags 169, 186

campaign hashtags 182–83

Canada 1, 2, 183, 185

Canadian Imperial Bank of Commerce (CIBC) 185

Canadian Olympic Committee 94–95

Canva 212

centre of excellence (ECE) 147

Chernis, Kate 177

CIBC. See Canadian Imperial Bank of Commerce (CIBC)

click-through rate (CTR) 174

Clubhouse 42, 43, 50, 131, 132–33, 135

Coke 186

Color of Change 182

Comcast 190

command centres 146–47

community hashtags 184–85

content audit 21, 54, 143, 211

existing content audit 33–36

content marketing 51–67

brand design guidelines 62–63

collaborative content 56–57

content extraction 60–61

content influencing consumers 58–59, 58

conten...

Table of contents

• Acknowledgements
• Introduction
• 01 You’re in charge of social media, now what?
• 02 The who/what/where of your social media and content audit
• 03 Social media governance and policy development
• 04 Content! Content! Content!
• 05 Training
• 06 Analytics and ROI
• 07 Employee advocacy and personal branding
• 08 In-house or outsource
• 09 Beware bright shiny syndrome
• 10 Your social media operating model
• 11 Giving up control
• 12 Paid social media
• 13 Hashtags
• 14 Humanity
• 15 Bringing it all together
• Resources
• Index