Author:
Charlesworth, Alan, 1956-
Edition Statement:First Edition.
Imprint:New York : Routledge, Taylor & Francis Group, 2015.
Descriptionxix, 228 pages ; 25 cm.
Note:Preface 1. Social Media: the what, why and how 2. Who uses what? 3. Social media and the digital transformation 4. Ownership and measurement 5. Social service and support 6. Social Customer Relationship Management 7. Social media monitoring for market intelligence 8. Introduction 9. Management and staff 10. Viral Marketing and influencers 11. Blogging 12. Consumer reviews 13. Social networking and online communities 14. Social sharing 15. Social service and support 16. Real-time social media marketing 17. Event social media marketing 18. Online public relations and reputation management 19. Advertising on social media 20. Epilogue.
Bibliography Note:Includes bibliographical references and index.
Note:"Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: BlogsMobile MarketingOnline communities social networks Strategic SMMAnd much more. Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative tool"-- Provided by publisher.
Note:"Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: - Blogs - Mobile Marketing - Online communities' social networks - Strategic SMM - And much more. Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative tool"-- Provided by publisher.
Note:Recommended in Resources for College Libraries
