Social media marketing: a strategic approach
Gespeichert in:
| Beteiligte Personen: | , , , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston, MA, USA
Cengage Learning
[2023]
|
| Ausgabe: | Third edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033080315&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xvi, 328 Seiten Illustrationen |
| ISBN: | 9780357516188 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Preface xi About the Authors xii Acknowledgments xv Chapter 1 I The Role of Social Media Marketing 01 What Is SMM? 02 The Seven Myths of SMM 04 The History of SMM 13 Why SMM Is Different 15 Careers in SMM 16 What Are the Characteristics of a Successful Social Media Marketer? Best Practices for SMM 21 Notes 21 Chapter 2 I Goals and Strategies 24 What Is a SMM Plan? 25 SMM Planning Cycle 25 Listen and Observe: Five Stages 27 Listen and Observe: Listening Centers 30 Setting Goals and Objectives 33 Determining Strategies 37 Linking Goals with a Call to Action 38 Self-Promotion versus Building an Army of Advocates 40 Best Practices for Developing a Social Media Strategy 41 Notes 42 Chapter 3 I Identifying Target Audiences The Importance of Targeting in SMM 44 The Targeting Process in SMM 45 Targeting Ads and Posts on Social Platforms 56 Best Practices for Targeting Branded Posts 59 Notes 60 44 20
Chapter 4 I Rules of Engagement for SMM and Social Media Governance 63 Permission versus Interruption Marketing: Developing the Social Contract 64 Incorporating a Holistic Approach to SMM 65 Social Media’s Role in Developing a Successful Inbound Marketing Methodology SMM Ethics 72 Making Ethical Decisions 75 Global Perspective 75 Best Practices: Following the Rules of Engagement for SMM 76 Notes 79 68 Chapter 5 I Social Media Platforms and Social Networking Sites 81 List of Social Media Platforms 81 A Brief History of Social Networks 84 Benefits of Marketing with Social Networks 86 Marketing with Social Networks 89 Why Use a White Label Social Network? 96 The Future of Social Networks 96 Notes 103 Chapter 6 I Paid Social and Influencers Social Media Advertising Formats 110 What Is Influencer Marketing? 116 Types of Influencers 118 Measuring the Effectiveness of Influencers 119 The Risk of Using Influencers 119 Best Practices for Developing a Paid Social Strategy Mini Case Study: Dunkin’ and “The Charli” 122 Notes 123 109 120 Chapter 7 I Content Creation and Sharing: Blogs, Podcasting, and Webinars Creating a Content Strategy 125 Blog History 129 What Is a Blog? 129 Creating and Promoting a Blog 130 Everyone Is a Publisher 133 Marketing Benefits of Blogging 134 Blogging Best Practices Monitoring the Blogosphere Video in the Blogging Mix 136 Marketing through Podcasting 136 A Brief History of Podcasting 138 125 135 CONTENTS
Creating and Sharing Podcasts 139 Case Study: Marketing with Podcasting 141 Hosting Webinars 143 Marketing with Webinars and/or Podcasts 145 Best Practices for Blogs, Podcasting, and Webinars: Lessons from Video Sharing Notes 150 Chapter 8 I Visual Storytelling 146 156 The Growing Importance of Visual Storytelling 157 How to Tell a Story 160 The Hero’s Journey 162 The Continually Evolving Social Media Landscape 165 SMM with Photos and Other Images 169 SMM with Online Videos 171 How to Create Appealing Video Content 172 Case Study on Viral Videos—Numa Numa and the Old Spice Guy Notes 178 176 Chapter 9 I Content Marketing: Publishing Articles, White Papers, and E-Books 181 Digital Content Marketing 182 Publishing and Distributing Articles 183 Creating White Papers and E-Books 185 Marketing with Articles, E-Books, and White Papers 188 Best Practices in Crafting Articles, White Papers, and E-Books The Content Calendar 193 Notes 194 Chapter 10 I Virtual Communities 190 196 Virtual Communities 197 The Role of Online Forums and Discussion Boards in Virtual Communities 199 Social News and Content Aggregation Sites 200 Social Bookmarking Sites and Social Commerce 203 The Future of Virtual Communities 206 Best Practices for Social Media Marketers When Building Virtual Communities 208 Notes 210 Chapter 11 I Mobile Marketing on Social Networks 212 How Many People Use Mobile to Access the Internet and Social Platforms? Which Networks Do They Access? 213 The Role of Apps in Mobile Social Media Marketing 216 M-Commerce and Social Commerce 218 CONTENTS 213
Omnichannel Marketing 220 Location-Based marketing and Proximity Marketing Privacy Concerns 224 Mobile Customer Experience 227 Best Practices for Social Mobile Marketing 228 Notes 228 222 Chapter 12 I Social Media Monitoring and Management Tools The Importance of Social Media Monitoring 232 Listening and Tracking 233 Measuring 234 Measuring 236 Evaluation 241 Evaluating the Impact of Social Media Activities 242 What Are Social Media Marketing Tools? 243 Choosing the Right Tool for the Job 244 Content Tools 246 Single Platform Tools 248 Management and Monitoring Tools for Multiple Platforms Purchased Services and Limited Use Tools 249 Metrics and Analytics Best Practices 253 Notes 254 231 248 Chapter 13 I Managing and Staffing the Organization for Social Media Marketing 256 Find Executive Support 257 Assess the Organization 258 Review the Current Social Media Presence Build a Team to Support Goals 265 Notes 269 261 ..................................................................................................................................... .......................................... 1 Chapter 14 I Social Media Marketing Plan 270 [ Writing a Compelling Executive Summary 271 Composing a Company and Industry Overview 272 Conducting a Social Media Audit 273 Conducting a Listening/Competitive Analysis 275 Setting Goals 278 Setting Objectives 279 Determining Strategies 280 Identifying the Target Market 280 Selecting Tools 281 Selecting Platforms 282 Implementing 282 CONTENTS
Content Management 284 Organizational Structure 286 Monitoring 288 Tuning 289 Budgeting 290 Calculating Social Return on Investment Getting С-Suite Buy-In 291 Notes 292 291 Appendix I Caffè Daily Social Media Marketing Plan Company and Industry Overview 298 Social Media Audit 298 Listening/Competitive Analysis 300 Goals 302 Objectives 303 Strategies 303 Target Market 304 Tools 305 Platforms 305 Implementation 306 Organizational Structure 311 Monitoring 312 Tuning 313 Budget 314 Return on Investment 314 Notes 315 Index CONTENTS 316 295
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| id | DE-604.BV047696328 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T19:26:23Z |
| institution | BVB |
| isbn | 9780357516188 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033080315 |
| oclc_num | 1296672103 |
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| physical | xvi, 328 Seiten Illustrationen |
| publishDate | 2023 |
| publishDateSearch | 2023 |
| publishDateSort | 2023 |
| publisher | Cengage Learning |
| record_format | marc |
| spellingShingle | Zahay, Debra L. Roberts, Mary Lou 1942- Parker, Janna M. Barker, Melissa S. Barker, Donald 1953- Social media marketing a strategic approach Soziale Software (DE-588)7550143-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)7550143-0 (DE-588)4037589-4 (DE-588)4061963-1 |
| title | Social media marketing a strategic approach |
| title_auth | Social media marketing a strategic approach |
| title_exact_search | Social media marketing a strategic approach |
| title_full | Social media marketing a strategic approach Zahay, Roberts, Parker, Barker, Barker |
| title_fullStr | Social media marketing a strategic approach Zahay, Roberts, Parker, Barker, Barker |
| title_full_unstemmed | Social media marketing a strategic approach Zahay, Roberts, Parker, Barker, Barker |
| title_short | Social media marketing |
| title_sort | social media marketing a strategic approach |
| title_sub | a strategic approach |
| topic | Soziale Software (DE-588)7550143-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Soziale Software Marketing Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033080315&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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