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Gale Business Insights Handbook of Social Media Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1414499388
  • ISBN-13: 9781414499383
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 431 Pages | eBook
  • Original Copyright 2013 | Published/Released April 2013
  • This publication's content originally published in print form: 2013

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The Gale Business Insights Handbook Of Social Media Marketing examines the questions "What is social media marketing" and "How can it be used in my business?" This volume focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its effectiveness. Entries examine such topics as the types of social media and their followers; how to increase discoverability; and how to define and protect your brand; legal challenges with social media, and more.

Features and Benefits

  • 30 essays/10 pages each.
  • Sample essay topics: building an internal business case for social media (importance of social media), benefits of social media marketing, creating a social media marketing strategy, managing your social media campaign (when/when not to join in on the conversation), choosing the right media for your social media campaign (include how to get started on each, the key features/navigation of each, and metrics/analytic tools associated with each), increasing discoverability, social media content strategy, measuring social media efforts, convergence of marketing, data and technology, and legal challenges with social media.


  • RUSA's Outstanding Reference Sources 2012

Alternate Formats

  • Paperback Edition

    ISBN-10: 1414499310 | ISBN-13: 9781414499314

Table of Contents

Business Insights Handbook of Social Media Marketing
Building a Case for Social Media.
Understanding Social Media and Its Effects.
Benefits of Social Media.
Creating a Congruent Social Media Marketing Philosophy.
Creating Social Media Marketing Strategy.
Representation of the Brand.
Preparing for a Long-Term Social Media Campaign.
Managing Your Social Media Campaign.
Benefits of Social Media Teams.
Market Segmentation.
Choosing the Right Media for Your Social Media Campaign.
Internal Social Media Interfaces.
Preparing for Paradigm Shifts.
Diminishing Returns of Social Media.
Consistency Among All Social Media Outlets.
Taking Advantage of Interactivity.
Increasing Discoverability.
Building a Relationship.
Social Media Content Strategy.
Diversification of Social Media Content Strategy.
Keeping Up with the Competition.
Developing Brand Loyalty Through Social Media Communication.
Transparency of Social Media Marketing.
Updating Social Media Efforts.
Sentiment Analysis .
Measuring Social Media Efforts.
Convergence of Marketing, Data and Technology.
Legal Challenges with Social Media.
Marketing to a Global Segment.
Protecting the Brand.