eBook

Strategic social media

Mahoney, L. Meghan, Tang, Tang

2016,2017

Overview

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. -Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform -Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future -Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share -Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour -Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

• Publisher: Wiley,Wiley Blackwell,John Wiley & Sons, Incorporated,Wiley-Blackwell
• Subject: Internet marketing / Online social networks / Social marketing / Social media / User-generated content
• ISBN: 1118556909, 1119259193, 9781118556849, 1118556844, 9781118556900, 9781119259190