Social Media Marketing: A Strategic Approach, 1st Edition
- Melissa S. Barker
- Donald I. Barker
- Nicholas F. Bormann
- Krista E. Neher
- ISBN-10: 0538480874
- ISBN-13: 9780538480871
- 400 Pages | Paperback
- COPYRIGHT: 2013 Published
Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities.
"This book is a highly relevant, invaluable marketing volume for people, students and instructors who are interested in leveraging social media in a number of platforms….not just Facebook and Twitter."
— Ronda S. Leffel, Cuyahoga Community College & Baldwin-Wallace College
1. Why Social Media?
2. Goals and Strategies.
3. Identifying Target Audiences.
4. Rules of Engagement for Social Media.
5. Publishing Blogs.
6. Publishing Podcasts & Webinars.
7. Publishing Articles, White Papers and E-Books.
8. Sharing Videos.
9. Sharing Photos and Images.
10. Social Networks.
12. Discussion Boards, Social News Sites, and Q&A Sites.
13. Mobile Computing & Location Marketing .
14. Social Media Monitoring Tools.
15. Social Media Marketing Plan.
Appendix: Sample Social Media Marketing Plan.