000			02977cam a22004215i 4500
001			22295994
003			OSt
005			20250213160914.0
008			211102s2021 mau 000 0 eng
010			_a 2021949896
020			_a9780357516188 _q(paperback)
040			_aDLC _beng _erda _cDLC _dTUPM
042			_apcc
050			_aHF 5415.1265 _bS63 2023
100	1		_aZahay, Debra L. _eauthor.
245	1	0	_aSocial media marketing : _ba strategic approach / _cDebra L. Zahay, Mary Lou Roberts , Janna M. Parker, Melissa S. Barker, Donald Barker
250			_a3rd edition
263			_a2112
264		1	_aBoston : _bCengage, _c2023.
300			_axvi, 328 pages : _bcolor illustrations ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index
505			_aThe 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
520			_a"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." _bPublisher's Website
650			_aSocial media marketing _xStrategy
650			_aDigital marketing _xBest practices
650			_aConsumer behavior _xSocial media impact
700	1		_aMary Lou Roberts _eauthor
700	1		_a Janna M. Parker _eauthor
700	1		_aMelissa S. Barker _eauthor
700	1		_aDonald Barker _eauthor
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c29323 _d29323