Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business. Social Media Strategy delivers practical guidance such as identifying and targeting…mehr
Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business. Social Media Strategy delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. It also identifies the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this professional guide delivers a long-term solution for maximizing social media led business development.
Julie Atherton is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. She is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.
Inhaltsangabe
Chapter 01: The role of social media in business, marketing and customer expectations; Chapter 02: Integrated customer engagement Understanding how and why your social media strategy will enhance your PR and strategic business development; Chapter 03: Getting started Aligning social media goals and KPIs with your wider business objectives, PR and marketing campaigns; Chapter 04: The power of social listening How to profile your audience and customer insights for a global social media strategy; Chapter 05: A quick step guide to channel selection, digital integration, niche social and being present on the relevant channels; Chapter 06: How to drive action and engagement through integrated content marketing on social media; Chapter 07: Customer or celebrity? Identifying and attracting the right influencers to advocate your brand; Chapter 08: Examples, tools and templates What does a great social media strategy look like?; Chapter 09: Measuring and benchmarking success How and when do you know your social media strategy is working?; Chapter 10: Crisis and reputation management for social media A clear guide for the unpredictable
Chapter 01: The role of social media in business, marketing and customer expectations; Chapter 02: Integrated customer engagement Understanding how and why your social media strategy will enhance your PR and strategic business development; Chapter 03: Getting started Aligning social media goals and KPIs with your wider business objectives, PR and marketing campaigns; Chapter 04: The power of social listening How to profile your audience and customer insights for a global social media strategy; Chapter 05: A quick step guide to channel selection, digital integration, niche social and being present on the relevant channels; Chapter 06: How to drive action and engagement through integrated content marketing on social media; Chapter 07: Customer or celebrity? Identifying and attracting the right influencers to advocate your brand; Chapter 08: Examples, tools and templates What does a great social media strategy look like?; Chapter 09: Measuring and benchmarking success How and when do you know your social media strategy is working?; Chapter 10: Crisis and reputation management for social media A clear guide for the unpredictable
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