Social Media Marketing: A Strategic Approach
By Debra Zahay, Mary Lou Roberts, Janna Parker, Donald I. Barker, Melissa S. Barker
About your course materials
Teach students how to use social media to market effectively with the latest developments, social media initiatives and best practices found in Zahay/Roberts/Parker/Barker/Barker's popular SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. Updated content highlights both emerging and established marketing techniques within popular social media platforms. Strong conceptual frameworks are punctuated with recent examples and practical cases. Expanded coverage of consumer behavior guides students in identifying with virtual communities, mastering visual storytelling and maximizing content marketing. New chapters address managing a digital marketing organization and leveraging paid advertising and social media influencers. A step-by-step planning model leads students through branding strategies and an organization’s integrated marketing communication approach while creating an actual social media marketing plan. Students also gain insights for create their own strong personal brand.
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About this product
Teach students how to use social media to market effectively with the latest developments, social media initiatives and best practices found in Zahay/Roberts/Parker/Barker/Barker's popular SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. Updated content highlights both emerging and established marketing techniques within popular social media platforms. Strong conceptual frameworks are punctuated with recent examples and practical cases. Expanded coverage of consumer behavior guides students in identifying with virtual communities, mastering visual storytelling and maximizing content marketing. New chapters address managing a digital marketing organization and leveraging paid advertising and social media influencers. A step-by-step planning model leads students through branding strategies and an organization’s integrated marketing communication approach while creating an actual social media marketing plan. Students also gain insights for create their own strong personal brand.
CAPSTONE CHAPTER AND APPENDIX DRAW UPON ALL KEY INFORMATION PRESENTED THROUGHOUT THIS EDITION. This edition's final chapter provides detailed explanations and illustrations of how to apply the eight-step social media planning model as students construct an extensive, real-world social media marketing plan. This expanded social media plan now incorporates important branding strategies that fit within an organization’s overall integrated marketing communication plan.
PROVEN FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to examine and listen to today's social web to identify marketing opportunities and potential target audiences. They also learn to set effective marketing goals and develop strategies for success that consider the optimal social media tools. Students also master the skills to execute, monitor and fine-tune social media marketing campaigns for ideal results.
THE 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 today's conceptual and practical knowledge necessary to implement effective social media marketing initiatives.
NUMEROUS CONTEMPORARY EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING AT WORK TODAY. This edition features the social media efforts of forward-thinking Fortune 500 companies, innovative small businesses and adaptive non-profit organizations.
Table of contents
Chapters
Chapter 1. The Role of Social Media MarketingPreview this chapter
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