Social Media Marketing A Strategic Approach

Author : Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Debra Zahay
Publisher : Cengage Learning
Page : 348 pages
File Size : 52,7 Mb
Release : 2016-01-07
Category : Business & Economics
ISBN : 9781337025928

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Social Media Marketing: A Strategic Approach by Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Debra Zahay Pdf

Today’s readers can prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions address a full range of online and offline elements for creating a viable personal branding strategy. Readers learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition highlights many of today’s best practices for marketing on social media platforms to assist readers in functioning most effectively and dealing with the rapid change that is a hallmark of social media. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Author : Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher
Publisher : Cengage Learning
Page : 0 pages
File Size : 40,7 Mb
Release : 2012-03-09
Category : Business & Economics
ISBN : 0538480874

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Social Media Marketing: A Strategic Approach by Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher Pdf

Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Author : Debra Zahay,Mary Lou Roberts,Janna Parker,Donald I. Barker,Melissa Barker
Publisher : Cengage Learning
Page : 354 pages
File Size : 41,9 Mb
Release : 2022-01-01
Category : Business & Economics
ISBN : 9780357516287

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Social Media Marketing: A Strategic Approach by Debra Zahay,Mary Lou Roberts,Janna Parker,Donald I. Barker,Melissa Barker Pdf

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. 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. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization’s overall integrated marketing communication approach. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Author : Debra Zahay,Mary Lou Roberts,Donald I. Barker,Melissa Barker,Nicholas F. Bormann
Publisher : Unknown
Page : 352 pages
File Size : 43,7 Mb
Release : 2021-09
Category : Electronic
ISBN : 0357516184

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Social Media Marketing by Debra Zahay,Mary Lou Roberts,Donald I. Barker,Melissa Barker,Nicholas F. Bormann Pdf

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. 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. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization�s overall integrated marketing communication approach.

Author : Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher
Publisher : Cengage Learning
Page : 402 pages
File Size : 51,9 Mb
Release : 2012-03-09
Category : Business & Economics
ISBN : 9781285402147

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Social Media Marketing: A Strategic Approach by Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher Pdf

Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Author : Melissa S. Barker,Nicholas F. Bormann,Donald I. Barker,Krista Neher
Publisher : Cengage Learning
Page : 250 pages
File Size : 49,9 Mb
Release : 2012-03-01
Category : Internet marketing
ISBN : 1133589278

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Social Media Marketing by Melissa S. Barker,Nicholas F. Bormann,Donald I. Barker,Krista Neher Pdf

SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, International Edition promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.

Author : Melissa S. Barker,Donald Barker,Nicholas F. Bormann,Mary Lou Roberts,Debra L. Zahay
Publisher : Unknown
Page : 330 pages
File Size : 42,9 Mb
Release : 2017
Category : Internet advertising
ISBN : 1473745225

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Social Media Marketing by Melissa S. Barker,Donald Barker,Nicholas F. Bormann,Mary Lou Roberts,Debra L. Zahay Pdf

Author : Aleksej Heinze,Gordon Fletcher,Tahir Rashid,Ana Cruz
Publisher : Taylor & Francis
Page : 346 pages
File Size : 49,5 Mb
Release : 2016-11-18
Category : Business & Economics
ISBN : 9781317422129

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Digital and Social Media Marketing by Aleksej Heinze,Gordon Fletcher,Tahir Rashid,Ana Cruz Pdf

Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.

Author : Melissa S. Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher
Publisher : Unknown
Page : 0 pages
File Size : 43,8 Mb
Release : 2013
Category : Internet marketing
ISBN : 1133589286

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Social Media Marketing by Melissa S. Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher Pdf

Author : Michelle Golden
Publisher : John Wiley & Sons
Page : 368 pages
File Size : 53,6 Mb
Release : 2010-11-17
Category : Business & Economics
ISBN : 0470933917

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Social Media Strategies for Professionals and Their Firms by Michelle Golden Pdf

Expert advice on growing your professional service firm or individual practice through social media Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach. Explores why the fastest and most leveragable way to expand relationships today is through the Internet Provides step-by-step approaches to successful professional blogging Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites Includes pitfalls and success stories featuring notable social media trailblazers Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences. Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers.

Author : Neal Schaffer
Publisher : John Wiley & Sons
Page : 224 pages
File Size : 40,5 Mb
Release : 2013-09-06
Category : Business & Economics
ISBN : 9781118756683

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Maximize Your Social by Neal Schaffer Pdf

Create and maintain a successful social media strategy foryour business Today, a large number of companies still don't have a strategicapproach to social media. Others fail to calculate how effectivethey are at social media, one of the critical components ofimplementing any social media strategy. When companies startspending time and money on their social media efforts, they need tocreate an internal plan that everyone can understand. MaximizeYour Social offers a clear vision of what businesses need to doto create—and execute upon—their social media forbusiness road map. Explains the evolution of social media and the absolutenecessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of asuccessful social media strategy Author Neal Schaffer was named a Forbes Top 30 SocialMedia Power Influencer, is the creator of the AdAge Top 100Global Marketing Blog, Windmill Networking, and a global socialmedia speaker Maximize Your Social will guide you to mastery ofsocial media marketing strategies, saving you from spending a chunkof your budget on a social media consultant. Follow Neal Schaffer'sadvice, and you'll be able to do it yourself—and do itright.

Author : Karen E. Sutherland
Publisher : Springer Nature
Page : 431 pages
File Size : 42,6 Mb
Release : 2020-12-21
Category : Business & Economics
ISBN : 9789811546587

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Strategic Social Media Management by Karen E. Sutherland Pdf

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.

Author : Alan Charlesworth
Publisher : Routledge
Page : 250 pages
File Size : 54,5 Mb
Release : 2014-11-20
Category : Business & Economics
ISBN : 9781135006150

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An Introduction to Social Media Marketing by Alan Charlesworth Pdf

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.

Author : Olivier Blanchard
Publisher : Pearson Education
Page : 484 pages
File Size : 51,8 Mb
Release : 2011-02-22
Category : Business & Economics
ISBN : 9780132678025

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Social Media ROI by Olivier Blanchard Pdf

Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

Author : Simon Kingsnorth
Publisher : Kogan Page Publishers
Page : 344 pages
File Size : 55,9 Mb
Release : 2016-05-03
Category : Business & Economics
ISBN : 9780749474713

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Digital Marketing Strategy by Simon Kingsnorth Pdf

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.