Social media marketing
著者
書誌事項
Social media marketing
Sage, c2018
3rd ed
- : pbk
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注記
Previous ed.: 2015
Includes index
内容説明・目次
内容説明
**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
Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications, and harnessing social media data to yield consumer insights. The authors outline the 'four zones' of social media that marketers can use to help achieve their strategic objectives:
1. Community
2. Publishing
3. Entertainment
4. Commerce
The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga.
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.
Suitable for modules and courses on social media marketing.
目次
Part I: Foundations of Social Media Marketing
Chapter 1. The Social Media Environment
Chapter 2. Social Consumers
Chapter 3. Network Structure and Group Influences in Social Media
Part II: Social Media Marketing Strategy and Planning
Chapter 4. Social Media Marketing Strategy
Chapter 5: Tactical Planning and Execution
Part III: The Four Zones of Social Media
Chapter 6. Social Community
Chapter 7. Social Publishing
Chapter 8. Social Entertainment
Chapter 9. Social Commerce
Part IV: Social Media Data Management and Measurement
Chapter 10. Social Media Analytics
Chapter 11. Social Media Metrics
Part V: Social Media Marketing in Practice
Case Zone: 10 Case Studies
Sample Social Media Marketing Plan: GONOW Vacations
「Nielsen BookData」 より