Social Media Marketing

A Strategic Approach

Debra Zahay, Mary Roberts, Janna Parker, Donald I. Barker

• Publisher: Cengage Learning EMEA
• Year: 2022
• Topic: Business
• eBook ISBN:
  9780357516287
• Subtopic: Business General
• Index: Business

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization's overall integrated marketing communication approach.

Table of contents

• Cover
• Brief Contents
• Contents
• Preface
• About the Authors
• Acknowledgments
• Chapter 1: The Role of Social Media Marketing
• Chapter 2: Goals and Strategies
• Chapter 3: Identifying Target Audiences
• Chapter 4: Rules of Engagement for SMM and Social Media Governance
• Chapter 5: Social Media Platforms and Social Networking Sites
• Chapter 6: Paid Social and Influencers
• Chapter 7: Content Creation and Sharing: Blogs, Podcasting, and Webinars
• Chapter 8: Visual Storytelling
• Chapter 9: Content Marketing: Publishing Articles, White Papers, and E-Books
• Chapter 10: Virtual Communities
• Chapter 11: Mobile Marketing on Social Networks
• Chapter 12: Social Media Monitoring and Management Tools
• Chapter 13: Managing and Staffing the Organization for Social Media Marketing
• Chapter 14: Social Media Marketing Plan
• Appendix: Caffe Daily Social Media Marketing Plan
• Index