لایب سان

Ebook details:
عنوان: Social Media Marketing: A Strategic Approach
نویسنده: Barker, Melissa, Barker, Donald I., Bormann, Nicholas F., Zahay, Debra
ناشر: Cengage Learning; 2 edition (March 22, 2016)
زبان: English
شابک: 1305502752, 978-1305502758
حجم: 113 Mb
فرمت: Image pdf with ocr

Cover -- Half Title -- Title -- Statement -- Copyright -- Brief Contents -- Contents -- Preface -- About the Authors -- Acknowledgments -- Dedication -- Ch 1: The Role of Social Media Marketing -- Ch 1: Learning Objectives -- What Is SMM? -- The Seven Myths of SMM -- The History of SMM -- Why SMM Is Different -- Careers in SMM -- What Are the Characteristics of a Successful Social Media Marketer? -- Best Practices for SMM -- Ch 1: Notes -- Ch 2: Goals and Strategies -- Ch 2: Learning Objectives -- What Is a SMM Plan? -- SMM Planning Cycle -- Listen and Observe: Five Stages -- Listen and Observe: Listening Centers -- Setting Goals and Objectives -- Determining Strategies -- Linking Goals with a Call to Action -- Self-Promotion vs. Building an Army of Advocates -- Best Practices for Developing a Social Media Strategy -- Ch 2: Notes -- Ch 3: Identifying Target Audiences -- Ch 3: Learning Objectives -- The Importance of Targeting in SMM -- The Targeting Process in SMM -- Targeting Ads and Posts on Social Platforms -- Best Practices for Targeting Branded Posts -- Ch 3: Notes -- Ch 4: Rules of Engagementfor SMM -- Ch 4: Learning Objectives -- Permission vs. Interruption Marketing: Developing the Social Contract -- Initial Entry Strategy: Passive vs. Active -- Principles for Success -- SMM Ethics -- Making Ethical Decisions -- Global Perspective -- Best Practices: Following the Rules of Engagement for SMM -- Ch 4: Notes -- Ch 5: Social Media Platforms and Social Networking Sites -- Ch 5: Learning Objectives -- List of Social Media Platforms -- A Brief History of Social Networks -- Benefits of Marketing with Social Networks -- Marketing with Social Networks -- Why Use a White Label Social Network? -- The Future of Social Networks -- Ch 5: Notes -- Ch 6: Microblogging -- Ch 6: Learning Objectives -- What Is Microblogging? A Brief History of Microblogging -- Different Uses for Microblogging -- Building Your Brand Online -- Building a Twitter Following -- Best Practices for Crafting an Effective Twitter Channel -- Marketing with Microblogging -- Ch 6: Notes -- Ch 7: Content Creation and Sharing: Blogging, Streaming Video, Podcasts, and Webinars -- Ch 7: Learning Objectives -- Creating a Content Strategy -- Blog History -- What Is a Blog? -- Creating and Promoting a Blog -- Everyone Is a Publisher -- Marketing Benefits of Blogging -- Linking a Blog to Marketing Objectives -- Monitoring the Blogosphere -- Video Streaming in the Social Media Mix -- A Brief History of Podcasting -- Creating and Sharing Podcasts -- Marketing with Podcasting -- Hosting Webinars -- Marketing with Webinars and/or Podcasts -- Best Practices for Blogging, Podcasting, VideoSharing, and Webinars -- Ch 7: Notes -- Ch 8: Video Marketing -- Ch 8: Learning Objectives -- Viral Videos-Numa Numa and the Old Spice Guy -- Consumer Use of Video -- Benefits of Marketing with Online Videos -- How to Create Appealing Video Content -- Ch 8: Notes -- Ch 9: Marketing on Photo Sharing Sites -- Ch 9: Learning Objectives -- The Growing Importance of Visual Marketing -- A Brief History of Photo Sharing -- Benefits of Marketing with Online Photos and Other Images -- Marketing with Photo Sharing Sites -- Best Practices in Marketing through Photo Sharing -- Ch 9: Notes -- Ch 10: Discussion, News, Social Bookmarking, and Q&A Sites -- Ch 10: Learning Objectives -- The Evolution of Online Discussions -- Marketing with Social News and News Aggregation Sites -- Marketing with Social Bookmarking and S-Ecommerce -- Marketing with Q&A Sites -- Future of Discussion Boards, Social News, Social Bookmarking, and Q&A Sites -- Best Practices for Online Discussions on All Platforms -- Ch 10: Notes Ch 11: Content Marketing: Publishing Articles, White Papers, and E-Books -- Ch 11: Learning Objectives -- Publishing and Distributing Articles -- Creating White Papers and E-Books -- Marketing with Articles, E-Books, and White Papers -- Best Practices in Crafting Articles, White Papers, and E-Books -- Ch 11: Notes -- Ch 12: Mobile Marketingon Social Networks -- Ch 12: Learning Objectives -- Mobile in the Lives of Global Consumers -- How Many People Use Mobile to Access the Internet and Social Platforms? -- Which Networks Do They Access? -- Which Devices and Which Services Are Winning and Losing in the Shift to Mobile? -- What Part Do Apps Play in Mobile Use? -- What Kinds of Activities Do Consumers Conduct on Mobile? -- Are Consumers Making Purchases on Mobile? -- What Will the Impact Be of Having a Buy Button on Social Networking Sites? -- Mobile-First Strategy -- Location-Based Marketing -- Mobile Customer Experience -- Best Practices for Social Mobile Marketing -- Ch 12: Notes -- Ch 13: Social Media Monitoring -- Ch 13: Learning Objectives -- The Importance of Social Media Monitoring -- Listening and Tracking -- Measuring -- Measuring -- Evaluation -- Evaluating the Impact of Social Media Activities -- Metrics and Analytics Best Practices -- Ch 13: Notes -- Ch 14: Tools for Managing the Social Media Marketing Effort -- Ch 14: Learning Objectives -- What Are Social Media Marketing Tools? -- Choosing the Right Tool for the Job -- Single-Purpose Tools -- Single Platform Tools -- Multiple Platform Tools -- Purchased Services -- Consumer Tools for Productivity and Engagement -- Ch 14: Notes -- Ch 15: Social Media Marketing Plan -- Ch 15: Learning Objectives -- Creating an Informative and Eye-Catching Title Page -- Automatically Generating a Table of Contents -- Writing a Compelling Executive Summary -- Composing a Brief Overview Observing Social Media Presence -- Conducting a Competitive Analysis -- Setting Goals -- Determining Strategies -- Identifying the Target Market -- Selecting Platforms -- Implementing -- Monitoring -- Tuning -- Budgeting -- Calculating Return on Investment -- Getting C-Suite Buy-In -- Ch 15: Notes -- Appendix: XYZ Coffee Company Social Media Marketing Plan -- Index

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