Social media marketing : a strategic approach /
Zahay, Debra L.
Social media marketing : a strategic approach / Debra L. Zahay, Mary Lou Roberts , Janna M. Parker, Melissa S. Barker, Donald Barker - 3rd edition - xvi, 328 pages : color illustrations ; 28 cm
Includes bibliographical references and index
The role of social media marketing
Goals and strategies
Identifying target audiences
Rules of engagement for SMM and Social media governance
Social media platforms and social networking sites
Paid social and influencers
Content creation and sharing
Visual storytelling
Content marketing: publishing articles, white papers, and E-books
Virtual communities
Mobile marketing on social networks
Social media monitoring and management tools
Managing and staffing the organization for Social media marketing
Social media marketing plan
"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'. 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." Publisher's Website
9780357516188
2021949896
Social media marketing--Strategy
Digital marketing--Best practices
Consumer behavior--Social media impact
HF 5415.1265 / S63 2023
Social media marketing : a strategic approach / Debra L. Zahay, Mary Lou Roberts , Janna M. Parker, Melissa S. Barker, Donald Barker - 3rd edition - xvi, 328 pages : color illustrations ; 28 cm
Includes bibliographical references and index
The role of social media marketing
Goals and strategies
Identifying target audiences
Rules of engagement for SMM and Social media governance
Social media platforms and social networking sites
Paid social and influencers
Content creation and sharing
Visual storytelling
Content marketing: publishing articles, white papers, and E-books
Virtual communities
Mobile marketing on social networks
Social media monitoring and management tools
Managing and staffing the organization for Social media marketing
Social media marketing plan
"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'. 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." Publisher's Website
9780357516188
2021949896
Social media marketing--Strategy
Digital marketing--Best practices
Consumer behavior--Social media impact
HF 5415.1265 / S63 2023