Social Media Strategy presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence or the good of the brand. The third edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations.
Social Media Strategy presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence or the good of the brand. The third edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations.
TABLE OF CONTENTS-Second Edition Part I: An Overview of Social Media 1: The Scale and Scope of Social Media The Rise of Social Media The Size of Social Influence Mini Case: Kony 2012 Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer's POV from Control to Engagement Part II: No Hype: A Strategic Framework That Works 4: Lay a Foundation, Frame the Conversation 5: Make Repairs and Jumpstart the Conversation 6: Integrating Marketing, Advertising and Public Relations with Social71 Part III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Messaging, Blogs, and Forums 8: Microblogging and Media Sharing 9: Geosocial, Live Video, Ratings and Reviews 10: Social Bookmarking and Social Knowledge Part IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 12: Content Marketing and Influencer Marketing 13: Social Care and Social Selling Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell 15: Social Media Law, Ethics and Etiquette Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources Glossary Index
TABLE OF CONTENTS-Second Edition Part I: An Overview of Social Media 1: The Scale and Scope of Social Media The Rise of Social Media The Size of Social Influence Mini Case: Kony 2012 Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer's POV from Control to Engagement Part II: No Hype: A Strategic Framework That Works 4: Lay a Foundation, Frame the Conversation 5: Make Repairs and Jumpstart the Conversation 6: Integrating Marketing, Advertising and Public Relations with Social71 Part III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Messaging, Blogs, and Forums 8: Microblogging and Media Sharing 9: Geosocial, Live Video, Ratings and Reviews 10: Social Bookmarking and Social Knowledge Part IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 12: Content Marketing and Influencer Marketing 13: Social Care and Social Selling Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell 15: Social Media Law, Ethics and Etiquette Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources Glossary Index
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