Social Media Marketing: A Strategic Approach

CAPSTONE CHAPTER AND APPENDIX DRAW UPON ALL KEY INFORMATION PRESENTED THROUGHOUT THIS EDITION. This edition's final chapter provides detailed explanations and illustrations of how to apply the eight-step social media planning model as students construct an extensive, real-world social media marketing plan. This expanded social media plan now incorporates important branding strategies that fit within an organization’s overall integrated marketing communication plan.

PROVEN FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to examine and listen to today's social web to identify marketing opportunities and potential target audiences. They also learn to set effective marketing goals and develop strategies for success that consider the optimal social media tools. Students also master the skills to execute, monitor and fine-tune social media marketing campaigns for ideal results.

THE SOCIAL MEDIA PLANNING MODEL CREATES A POWERFUL CUMULATIVE LEARNING EXPERIENCE. Each step in the book’s distinctive social media planning model is presented in a way that provides a richly textured overview of today's conceptual and practical knowledge necessary to implement effective social media marketing initiatives.

NUMEROUS CONTEMPORARY EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING AT WORK TODAY. This edition features the social media efforts of forward-thinking Fortune 500 companies, innovative small businesses and adaptive non-profit organizations.

BEST PRACTICES PROVIDE GUDIANCE FOR MARKETING ON SOCIAL MEDIA PLATFORMS. Each chapter concludes with a list of marketing tactics that have been proven effective across today's most popular social media platforms. Students examine marketing strategies at work in blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities and article directories.

BEST PRACTICES FOR PERSONAL BRANDING EQUIP STUDENTS FOR PROFESSIONAL SUCCESS. All relevant chapters include best practices for personal branding to help students jumpstart their careers and their job searches. Students gain insights into both creating and maintaining a personal, professional brand as they learn to maximize their LinkedIn profiles and effective use resources within Twitter, Instagram and other platforms for success.

STRENGTHENED, EXPANDED FOCUS EXAMINES THE LATEST CONSUMER BEHAVIOR CONCEPTS. Students study concepts such as how to identify with virtual communities and use brand archetypes for storytelling. In addition to visual storytelling, more in-depth coverage explores content marketing as part of an effective social media strategy. New chapters highlight managing and staffing the digital marketing organization as well as working with paid advertising and social media influencers.