Social Media MarketingSAGE, 2020 M11 18 - 488 páginas **Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." TAA Judges Panel The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the ′Case Zone′, including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. A must-have text for those studying social media marketing. |
Contenido
Chapter 4 Social Media Marketing Strategy | |
Chapter 5 Tactical Planning and Execution | |
Chapter 7 Social Publishing | |
Chapter 10 Social Media Analytics | |
Social Media Metrics | |
References | |
References | |
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Términos y frases comunes
accessed advergame advertising analysis Back to Figure behavior blog posts bloggers brand engagement campaign consumers content marketing conversations create crowdsourcing Description Figure develop earned media emoji engagement experience Facebook fans follows gamers Google GT’s hashtag identify influencers Instagram Instagram Brand interact keywords kombucha LinkedIn marketing objectives marketing plan metrics Nespresso optimization organizations participation Pinterest platforms players promote purchase relationships relevant response Retrieved search engine search engine optimization segmentation smartphone social bookmarking social channels social commerce social communities social entertainment social games social listening social media activities social media channels social media marketing social media optimization social media research social media users social network sites social publishing social shopping social software sources story strategy tactics target audience TikTok tweets Twitter types user-generated content YouTube zone of social