Author:
Ryan, Damian.
ImprintLondon ; Philadelphia : Kogan Page, 2015.
Descriptionxix, 277 pages : illustrations ; 24 cm
Note:Getting started -- how to create a compelling social media programme -- Rules governing the relationship between search and social -- How to budget for social media activities -- Setting KPIs and measuring success -- Understanding social media ROI -- what matters and what doesn't -- Why social media is central to customer experience -- How to build a social media team -- how to pick the right suppliers -- Understanding the relationship between online PR and social media -- The future for social media and the vastly changing landscape -- Risk assessment and risk management in social media.
Bibliography Note:Includes bibliographical references and index.
Note:"Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on the experiences of over 200 marketers to create a comprehensive guide to current practice including:- Creating a social media program - Understanding stakeholders such as blogs, networks and Web 2.0 - Rules governing the relationship between search and social - Case studies from successful and failed campaigns - Budgeting for social media activities - How to set key performance indicators (KPIs) - Understanding social media ROI - Customer experience - Building a social media team - Analytics and creating a social media dashboard - Risk assessment and risk management in social media "-- Provided by publisher.
Note:"Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips of over 200 digital marketers and interviews with social media superstars, it is an extensive crowd-sourced guide to social media platforms. Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available"-- Provided by publisher.
