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Social Media Marketing: A Strategic Approach

Author(s): Debra Zahay | Mary-Lou Roberts | Janna Parker | Donald I. Barker, Melissa S. Barker

ISBN: 9789360538736

3rd Edition

₹595

Binding: Paperback

Pages: 352

Trim Size : 279 x 216 mm

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In "Social Media Marketing: A Strategic Approach, 3E," learn effective social media marketing techniques to create a strong personal brand. This book provides invaluable insights into online and offline elements of personal branding, consumer behavior, content marketing, and more. With step-by-step planning and a focus on branding strategies, master the art of social media marketing for career success.

Strengthened, expanded focus examines the latest consumer behavior concepts.
Proven framework offers a comprehensive eight-step strategy for developing a winning social media marketing plan.
The social media planning model creates a powerful cumulative learning experience.
Numerous contemporary examples highlight successful social media marketing at work today.
Each chapter concludes with a list of marketing tactics that have been proven effective across today's most popular social media platforms.
All relevant chapters include best practices for personal branding to help students jumpstart their careers and their job searches.
This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers.

1. The Role and Importance of SMM.

2. Goals and Strategies.

3. Identifying Target Audiences.

4. Rules of Engagement for Social Media Marketing and Social Media Governance.

5. Social Media Platforms and Social Networking Sites.

6. Paid Social and Influencers

7. Content Creation and Sharing: Blogs, podcasts, and webinars.

8. Visual Storytelling

9. Content Marketing: Publishing Articles, White Papers and E-books

10. Virtual Communities

11. Mobile Marketing on Social Networks.

12. Social Media Monitoring and Management.

13. Managing and Staffing the Organization for Social Media Marketing.

14. Social Media Marketing Plan

Appendix: Sample SMM Plan Caffe Daily

Debra Zahay

Debra Zahay is a full professor of marketing and director of the digital marketing and analytics Master of Science degree program at St. Edward’s University in Austin, Texas.

Mary Lou Roberts

Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston.

Janna Parker

Janna Parker is an assistant professor in the department of marketing at James Madison University in Harrisonburg, Virginia.

Donald I. Barker

Donald I. Barker has authored, coauthored, and contributed to 41 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing.

Melissa Barker

Melissa S. Barker is a digital marketing consultant, international keynote speaker, and founder of Strategy Now LLC.