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ISBN 10: 1305502752
ISBN 13: 978-1305502758
Author: Melissa Barker, Donald I. Barker, Nicholas Bormann, Debra Zahay
SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E builds on the strength of the first edition, adding to the book’s real-world focus with practical examples and case histories woven throughout the text. You’ll find more explicit focus on the marketing use of popular social media platforms, including both those that are well established and those that are emerging. Conceptual frameworks and the explication of a social media marketing plan are illustrated using a strong example. This edition’s conceptual frameworks are strengthened with additional teaching concepts, and best practices are emphasized. The authors provide a variety of social media initiatives to help you keep up with the latest developments and enable you to weave current social media marketing campaigns and developments into your course. Prepare your students for today’s ever-changing world of social media marketing with this winning book and package that are easy for you to modify for your needs
Social Media Marketing A Strategic Approach 2nd Table of contents:
Chapter 1. The Role of Social Media Marketing
What is SMM?
The Seven Myths of SMM
Social Media Myth #1: Social Media Is Just a Fad
Social Media Myth #2: Social Media IS Just For the Young
Social Media Myth #3: There Is No Return on SMM
Social Media Myth #4: SMM Isn’t Right for This Business
Social Media Myth #5: SMM Is New
Social Media Myth #6: Social Media Is Too Time-Consuming
Social Media Myth #7: Social Media Is Free
The History of SMM
Why SMM Is Different
Careers in SMM
What are the characteristics of a successful social media marketer?
Best Practices for SMM
Chapter 2. Goals and Strategies
What is a SMM plan?
SMM Planning Cycle
The SMM Planning Cycle
Listen and Observe: Five Stages
Stage #1: Listen to Conversations about a Brand or Company
Stage #2: Listen to What People Say about the Competitors
Stage #3: Listening to What People Say about the Industry or Category
Stage #4: Listening for the Tone of the Community
Stage #5: Listening to Different Social Media Platforms and Channels
Listen and Observe: Listening Centers
The National Football League Listens to Super Bowl Conversations
Cisco Demonstrates the Importance of Social Media Listening in B2B Marketing
Setting Goals and Objectives
Where do actual objectives come from?
Determining Strategies
What are the overall goals?
What was learned from listening?
What best practices can be applied?
Goals May Change . . . Be Flexible
Linking Goals with a Call to Action
Self-Promotion vs. Building an Army of Advocates
Best Practices for Developing a Social Media Strategy
Chapter 3. Identifying Target Audiences
The Importance of Targeting in SMM
What is targeting in SMM?
The Targeting Process in SMM
“Big Data” Expands Options for Identifying and Targeting Audiences
The Persona Development Cycle as Part of the Targeting Process
The Forrester Social Technographics Ladder
Completing the Media Plan for Each Audience Segment
Optimizing Posts and Post Timing
Targeting Ads and Posts on Social Platforms
Ad Targeting on Selected Platforms
Targeting Available to Brand Posts
Audience Targeting on Facebook
Best Practices for Targeting Branded Posts
Chapter 4. Rules of Engagement for SMM
Permission vs. Interruption Marketing: Developing the Social Contract
Initial Entry Strategy: Passive vs. Active
The Passive Strategy: Search, Listen, and Respond
The Active Strategy: Create and Engage
Principles for Success
Participatory
Authentic
Resourceful
Credible
SMM Ethics
Honesty
Privacy
Respect
Responsibility
Making Ethical Decisions
Global Perspective
Cultural Differences
How to Avoid Confusing Your Global Audience
Google Translate
Best Practices: Following the Rules of Engagement for SMM
Rule #1: Use Social Media Channels as Intended
Rule #2: Don’t Be a Dirty Spammer
Rule #3: Assume People Don’t Care about the Product
Rule #4: Have a Personality
Rule #5: Provide Context When Seeking Connections
Rule #6: Be Transparent
Rule #7: Talk about the Topic
Rule #8: Social Media Profiles Are Not Billboards
Rule #9: Be Nice
Chapter 5. Social Media Platforms and Social Networking Sites
List of Social Media Platforms
A Brief History of Social Networks
A Global Perspective
Benefits of Marketing with Social Networks
Marketing with Social Networks
Business-to-Consumer Marketing
Business-to-Business Marketing
Why use a white label social network?
The Future of Social Networks
Best Practices for Social Media Platform Marketing
Chapter 6. Microblogging
What is microblogging?
A Brief History of Microblogging
Different Uses for Microblogging
Building Your Brand Online
Search to Gather Information
Know the Audience
Customize the Profile Page
Tweet Content
Building a Twitter Following
Best Practices for Crafting an Effective Twitter Channel
1. Self-Promote Cautiously
2. Choose Optimal Tweet Times
3. Respond to Questions
4. Gather Feedback
5. Provide Unique Value
Marketing with Microblogging
Chapter 7. Content Creation and Sharing: Blogging, Streaming Video, Podcasts, and Webinars
Creating a Content Strategy
Blog History
What is a blog?
Creating and Promoting a Blog
Setting up a Blog
Promoting a Blog
Creating a Reputation through Blogging
Everyone Is a Publisher
Content Clutter
Marketing Benefits of Blogging
Communicating with (Potential) Customers
Word-of-Mouth Marketing
Linking a Blog to Marketing Objectives
Monitoring the Blogosphere
Video Streaming in the Social Media Mix
Marketing through Podcasting
A Brief History of Podcasting
Creating and Sharing Podcasts
Choose a Format
Podcast Content
Producing Podcasts
Delivering Podcasts to Consumers
Marketing with Podcasting
Hosting Webinars
How to Set up a Webinar
Preparing for and Executing the Webinar
Marketing with Webinars and/or Podcasts
Best Practices for Blogging, Podcasting, Video Sharing, and Webinars
1. Use Catchy Titles
2. Update Frequently
3. Keep Content Focused
4. Invite Comments
5. Promote the Blog, Streaming Video, Podcast, or Webinar
6. Engage with Others
7. Avoid Negativity
8. Stand by the Content
9. Cross Promote
10. Archive the Content
11. Use Metrics
Chapter 8. Video Marketing
Viral Videos—Numa Numa and the Old Spice Guy
Consumer Use of Video
Benefits of Marketing with Online Videos
Engaging Viewers
Large Audiences
Building Brand Awareness
Showcasing the Product
Generating Business Leads
Leading Video Platforms
How to Create Appealing Video Content
Authentic
Entertaining
Intimate
Offbeat and Unusual
Sharing Online Videos
Primary Sharing
Secondary Sharing
Tertiary Sharing
Best Practices for Video Marketing
Chapter 9. Marketing on Photo Sharing Sites
The Growing Importance of Visual Marketing
A Brief History of Photo Sharing
Benefits of Marketing with Online Photos and Other Images
Marketing with Photo Sharing Sites
Best Practices in Marketing through Photo Sharing
Chapter 10. Discussion, News, Social Bookmarking, and Q&A Sites
The Evolution of Online Discussions
Marketing with Social News and News Aggregation Sites
Marketing with Social Bookmarking and S-Ecommerce
Marketing with Q&A Sites
Future of Discussion Boards, Social News, Social Bookmarking, and Q&A Sites
Best Practices for Online Discussions on All Platforms
Stick to the Topic
Search before Posting
Use Good Grammar and Capitalization
No Feeding the Trolls
Do Not Post Repetitively (or Double-Post)
No Sock Puppets
Chapter 11. Content Marketing: Publishing Articles, White Papers, and E-Books
Publishing and Distributing Articles
Creating White Papers and E-Books
Marketing with Articles, E-Books, and White Papers
Best Practices in Crafting Articles, White Papers, and E-Books
Notes
Chapter 12. Mobile Marketing on Social Networks
Mobile in the Lives of Global Consumers
How many people use mobile to access the internet and social platforms?
Which networks do they access?
Which devices and which services are winning and losing in the shift to mobile?
What part do apps play in mobile use?
What kinds of activities do consumers conduct on mobile?
Are consumers making purchases on mobile?
What will the impact be of having a buy button on social networking sites?
Mobile-First Strategy
Location-Based Marketing
Mobile Customer Experience
Best Practices for Social Mobile Marketing
Chapter 13. Social Media Monitoring
The Importance of Social Media Monitoring
Listening and Tracking
Measuring
Some Important Definitions
Measuring
Mapping Metrics to Marketing Objectives
Are all metrics honest?
Evaluation
Evaluating the Impact of Social Media Activities
Using Google Analytics
Using Metrics Reports from Blogger
Using Metrics Reports from Facebook
Using Metrics Reports from Pinterest
Metrics and Analytics Best Practices
Chapter 14. Tools for Managing the Social Media Marketing Effort
What are social media marketing tools?
Choosing the Right Tool for the Job
Rule #1. Investigate the Tools Offered by a Platform
Rule #2. Think about What You Need to Accomplish
Rule #3. Be Sure the Tool Services the Platforms You Use
Rule #4. Consider How Many People Need to Use the Tool and What their Roles Are
Rule #5. Consider Whether a Free Tool Will Suffice or Whether a Paid One is Needed
Single-Purpose Tools
Single Platform Tools
Multiple Platform Tools
Purchased Services
Consumer Tools for Productivity and Engagement
AT&T Wants to Make Customers’ Lives Easier
Which guardian hero are you?
Best Practices for Social Media Marketing Tools
Chapter 15. Social Media Marketing Plan
Creating an Informative and Eye-Catching Title Page
Automatically Generating a Table of Contents
Writing a Compelling Executive Summary
Composing a Brief Overview
Observing Social Media Presence
Conducting a Competitive Analysis
Setting Goals
Determining Strategies
Identifying the Target Market
Selecting Platforms
Implementing
Selecting Platform-Specific Tactics
Creating Content
Assigning Roles
Monitoring
Tracking
Measuring
Evaluating
Selecting Monitoring Tools
Tuning
Budgeting
Calculating Return on Investment
Getting C-Suite Buy-In
Appendix. XYZ Coffee Company Social Media Marketing Plan
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