Today’s readers can prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions address a full range of online and offline elements for creating a viable personal branding strategy. Readers learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition highlights many of today’s best practices for marketing on social media platforms to assist readers in functioning most effectively and dealing with the rapid change that is a hallmark of social media. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Author(s): Melissa Barker; Donald I. Barker; Nicholas F. Bormann; Debra Zahay
Edition: 2
Publisher: Cengage Learning
Year: 2016
Language: English
Pages: 400
Cover
Half Title
Title
Statement
Copyright
Brief Contents
Contents
Preface
About the Authors
Acknowledgments
Dedication
Ch 1: The Role of Social Media
Marketing
Ch 1: Learning Objectives
What Is SMM?
The Seven Myths of SMM
The History of SMM
Why SMM Is Different
Careers in SMM
What Are the Characteristics of a Successful Social Media Marketer?
Best Practices for SMM
Ch 1: Notes
Ch 2: Goals and Strategies
Ch 2: Learning Objectives
What Is a SMM Plan?
SMM Planning Cycle
Listen and Observe: Five Stages
Listen and Observe: Listening Centers
Setting Goals and Objectives
Determining Strategies
Linking Goals with a Call to Action
Self-Promotion vs. Building an Army of Advocates
Best Practices for Developing a Social Media Strategy
Ch 2: Notes
Ch 3: Identifying Target Audiences
Ch 3: Learning Objectives
The Importance of Targeting in SMM
The Targeting Process in SMM
Targeting Ads and Posts on Social Platforms
Best Practices for Targeting Branded Posts
Ch 3: Notes
Ch 4: Rules of Engagementfor SMM
Ch 4: Learning Objectives
Permission vs. Interruption Marketing: Developing the Social Contract
Initial Entry Strategy: Passive vs. Active
Principles for Success
SMM Ethics
Making Ethical Decisions
Global Perspective
Best Practices: Following the Rules of Engagement for SMM
Ch 4: Notes
Ch 5: Social Media Platforms and Social Networking Sites
Ch 5: Learning Objectives
List of Social Media Platforms
A Brief History of Social Networks
Benefits of Marketing with Social Networks
Marketing with Social Networks
Why Use a White Label Social Network?
The Future of Social Networks
Ch 5: Notes
Ch 6: Microblogging
Ch 6: Learning Objectives
What Is Microblogging?
A Brief History of Microblogging
Different Uses for Microblogging
Building Your Brand Online
Building a Twitter Following
Best Practices for Crafting an Effective Twitter Channel
Marketing with Microblogging
Ch 6: Notes
Ch 7: Content Creation and Sharing: Blogging, Streaming Video, Podcasts, and Webinars
Ch 7: Learning Objectives
Creating a Content Strategy
Blog History
What Is a Blog?
Creating and Promoting a Blog
Everyone Is a Publisher
Marketing Benefits of Blogging
Linking a Blog to Marketing Objectives
Monitoring the Blogosphere
Video Streaming in the Social Media Mix
A Brief History of Podcasting
Creating and Sharing Podcasts
Marketing with Podcasting
Hosting Webinars
Marketing with Webinars and/or Podcasts
Best Practices for Blogging, Podcasting, VideoSharing, and Webinars
Ch 7: Notes
Ch 8: Video Marketing
Ch 8: Learning Objectives
Viral Videos—Numa Numa and the Old Spice Guy
Consumer Use of Video
Benefits of Marketing with Online Videos
How to Create Appealing Video Content
Ch 8: Notes
Ch 9: Marketing on Photo Sharing Sites
Ch 9: Learning Objectives
The Growing Importance of Visual Marketing
A Brief History of Photo Sharing
Benefits of Marketing with Online Photos and Other Images
Marketing with Photo Sharing Sites
Best Practices in Marketing through Photo Sharing
Ch 9: Notes
Ch 10: Discussion, News, Social Bookmarking, and Q&A Sites
Ch 10: Learning Objectives
The Evolution of Online Discussions
Marketing with Social News and News Aggregation Sites
Marketing with Social Bookmarking and S-Ecommerce
Marketing with Q&A Sites
Future of Discussion Boards, Social News, Social Bookmarking, and Q&A Sites
Best Practices for Online Discussions on All Platforms
Ch 10: Notes
Ch 11: Content Marketing: Publishing Articles, White Papers, and E-Books
Ch 11: Learning Objectives
Publishing and Distributing Articles
Creating White Papers and E-Books
Marketing with Articles, E-Books, and White Papers
Best Practices in Crafting Articles, White Papers, and E-Books
Ch 11: Notes
Ch 12: Mobile Marketingon Social Networks
Ch 12: Learning Objectives
Mobile in the Lives of Global Consumers
How Many People Use Mobile to Access the Internet and Social Platforms?
Which Networks Do They Access?
Which Devices and Which Services Are Winning and Losing in the Shift to Mobile?
What Part Do Apps Play in Mobile Use?
What Kinds of Activities Do Consumers Conduct on Mobile?
Are Consumers Making Purchases on Mobile?
What Will the Impact Be of Having a Buy Button on Social Networking Sites?
Mobile-First Strategy
Location-Based Marketing
Mobile Customer Experience
Best Practices for Social Mobile Marketing
Ch 12: Notes
Ch 13: Social Media Monitoring
Ch 13: Learning Objectives
The Importance of Social Media Monitoring
Listening and Tracking
Measuring
Measuring
Evaluation
Evaluating the Impact of Social Media Activities
Metrics and Analytics Best Practices
Ch 13: Notes
Ch 14: Tools for Managing the Social Media Marketing Effort
Ch 14: Learning Objectives
What Are Social Media Marketing Tools?
Choosing the Right Tool for the Job
Single-Purpose Tools
Single Platform Tools
Multiple Platform Tools
Purchased Services
Consumer Tools for Productivity and Engagement
Ch 14: Notes
Ch 15: Social Media Marketing Plan
Ch 15: Learning Objectives
Creating an Informative and Eye-Catching Title Page
Automatically Generating a Table of Contents
Writing a Compelling Executive Summary
Composing a Brief Overview
Observing Social Media Presence
Conducting a Competitive Analysis
Setting Goals
Determining Strategies
Identifying the Target Market
Selecting Platforms
Implementing
Monitoring
Tuning
Budgeting
Calculating Return on Investment
Getting C-Suite Buy-In
Ch 15: Notes
Appendix: XYZ Coffee Company Social Media Marketing Plan
Index
