An Introduction to Social Media Marketing

ISBN-13: 9780415856164 / Angielski / Twarda / 2014 / 228 str.

Alan Charlesworth

Opis

Social media has given marketers a way to connect with consumers in an unprecedented and revolutionary way, but the very newness of this medium is as challenging as it is exciting, particularly to those who aren't 'digital natives'. This is the first textbook for students that offers a step by step guide to this newly dominant marketing discipline. 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. Chapter exercises not only help develop knowledge, but test the learners' understanding of how the various concepts and models are best used by requiring them to investigate how they are best applied in real-world scenarios. The book is supported by the author's excellent website, which includes links to continually updated statistics as well as articles that keep the reader in touch with the constant changes to this dynamic area. Topics covered in this book include:

• Social networking
• Consumer reviews
• Social service and support
• Real-time social media marketing
• Blogging
• Viral marketing and influencers
• Advertising on social media

And much more. An Introduction to 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 facet of present-day marketing.

Spis treści

0. 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

O autorze

Alan Charlesworth is a Senior Lecturer in Marketing and has been involved in digital marketing as a practitioner, consultant, trainer, researcher, educator and author since 1996