Social Media Marketing: A Strategic Approach(Asia Edition)

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization’s overall integrated marketing communication approach.

作者：Debra Zahay
現職：St. Edward’s University

 

作者：Mary Lou Roberts

現職：University of Massachusetts-Boston

 

作者：Janna Parker

現職：James Madison University

 

作者：Melissa S. Barker

現職：Spokane Falls Community College

 

作者：Donald I. Barker

現職：Spokane Falls Community College

Ch 1 The Role of Social Media Marketing

Ch 2 Goals and Strategies

Ch 3 Identifying Target Audiences

Ch 4 Rules of Engagement for SMM and Social Media Governance

Ch 5 Social Media Platforms and Social Networking Sites

Ch 6 Paid Social and Influencers

Ch 7 Content Creation and Sharing: Blogs, Podcasting, and Webinars

Ch 8 Visual Storytelling

Ch 9 Content Marketing: Publishing Articles, White Papers, and E-books

Ch10 Virtual Communities

Ch11 Mobile Marketing on Social Networks

Ch12 Social Media Monitoring and Management Tools

Ch13 Managing and Staffing the Organization for Social Media Marketig

Ch14 Social Media Marketing Plan