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Summary:

"Teach students how to use social media to market effectively with the latest developments, social media initiatives and best practices found in Zahay/Roberts/Parker/Barker/Barker's popular 'Social media marketing: a strategic approach'. Updated content highlights both emerging and established marketing techniques within popular social media platforms. Strong conceptual frameworks are punctuated with recent examples and practical cases. Expanded coverage of consumer behavior guides students in identifying with virtual communities, mastering visual storytelling and maximizing content marketing. New chapters address managing a digital marketing organization and leveraging paid advertising and social media influencers. A step-by-step planning model leads students through branding strategies and an organization's integrated marketing communication approach while creating an actual social media marketing plan. Students also gain insights for create their own strong personal brand."-- [Publisher's Website]

Table of Contents:

• The role of social media marketing
• Goals and strategies
• Identifying target audiences
• Rules of engagement for SMM and Social media governance
• Social media platforms and social networking sites
• Paid social and influencers
• Content creation and sharing
• Visual storytelling
• Content marketing: publishing articles, white papers, and E-books
• Virtual communities
• Mobile marketing on social networks
• Social media monitoring and management tools
• Managing and staffing the organization for Social media marketing
• Social media marketing plan.

Author/Creator:

Zahay, Debra L. , author

Contributors:

Roberts, Mary Lou , author

Parker, Janna M. , author

Barker, Melissa S. , author

Barker, Donald, 1953- , author

Languages:

English

Language Notes:

Item content: English

Main Work:

Social media marketing: a strategic approach [by Zahay, D.L.]

Subjects:

Social media

Viral marketing

Genres:

Textbooks

General Notes:

Previous edition: Australia: Cengage Learning, 2017.
Includes bibliographical references and index.

Physical Description:

xvi, 328 pages : color illustrations ; 28 cm

Physical Characteristics:

illustration

Call Numbers:

HF5415.1265 .B375 2023

ISBNs:

9780357516188 (paperback)
0357516184 (paperback)

Library of Congress Control Numbers:

2021949896

OCLC Numbers:

1263799751