Description
An Introduction to Social Media Marketing
Author: Charlesworth Alan
Language: English
Subjects for An Introduction to Social Media Marketing:
Keywords
UK Shopper; Demarcation Lines; Organization’s Customer Relationship Management; UK Adult; Social Media Command Centre; monitoring; Social Media Platform Providers; AIDA; Social Media Marketing; Social Listening; SMM; Crimson Hexagon; Successful Viral Campaigns; Social Media Measurement; Search Engine Optimization; Visual Social Media Platform; Social Media Marketing Strategy; CRM System; Tv Advert; Online Public Relations; Viral Marketing; CRM; Tv Reality Show; Digital Transformation; Customer Relationship Management Initiative; Social Media Monitoring
Publication date: 11-2014
· 15.6x23.4 cm · Paperback
Publication date: 12-2014
· 15.6x23.4 cm · Hardback
Description
/li>Contents
/li>Readership
/li>Biography
/li>
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.
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
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
