Social Media Marketing: A Strategic Approach
By Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou Roberts
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SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E builds on the strength of the first edition, adding to the book\u2019s real-world focus with practical examples and case histories woven throughout the text. You\u2019ll find more explicit focus on the marketing use of popular social media platforms, including both those that are well established and those that are emerging. Conceptual frameworks and the explication of a social media marketing plan are illustrated using a strong example. \n\nThis edition\u2019s conceptual frameworks are strengthened with additional teaching concepts, and best practices are emphasized. The authors provide a variety of social media initiatives to help you keep up with the latest developments and enable you to weave current social media marketing campaigns and developments into your course. Prepare your students for today\u2019s ever-changing world of social media marketing with this winning book and package that are easy for you to modify for your needs.
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About this product
SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E builds on the strength of the first edition, adding to the book\u2019s real-world focus with practical examples and case histories woven throughout the text. You\u2019ll find more explicit focus on the marketing use of popular social media platforms, including both those that are well established and those that are emerging. Conceptual frameworks and the explication of a social media marketing plan are illustrated using a strong example. \n\nThis edition\u2019s conceptual frameworks are strengthened with additional teaching concepts, and best practices are emphasized. The authors provide a variety of social media initiatives to help you keep up with the latest developments and enable you to weave current social media marketing campaigns and developments into your course. Prepare your students for today\u2019s ever-changing world of social media marketing with this winning book and package that are easy for you to modify for your needs.
MAJOR STRUCTURAL FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to listen to the social web to identify marketing opportunities and potential target audiences. They then learn how to set marketing goals and strategies to take advantage of these factors, as well as select the optimal social media tools and implement tactics to execute, monitor, and tune social media marketing campaigns for success
SOCIAL MEDIA PLANNING MODEL CREATES A POWERFUL CUMULATIVE LEARNING EXPERIENCE. Each step in the book’s distinctive social media planning model is presented in a way that provides a richly textured overview of the conceptual and practical knowledge necessary to effectively implement social media marketing initiatives.
NUMEROUS EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING INITIATIVES. This edition features the social media efforts of forward-thinking Fortune 500 companies, innovative small businesses, and adaptive non-profit organizations
BEST PRACTICES PROVIDE GUDIANCE FOR MARKETING ON SOCIAL MEDIA PLATFORMS. Each chapter concludes with a list of marketing tactics that have proven effective for the major types of social media platforms, such as blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities, and article directories.
Table of contents
Chapters
Chapter 1. The Role of Social Media MarketingPreview this chapter
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