00000cam a22000004i 4500 UP-99796217612153726 Buklod 20160701135314.0 m |o d | ta 140530s2015 nyu rb |001 0|eng d 9780415856171 (paperback) (iLib)UPD-00256407960 DLC DMC rda eng DMLUC HF 5415.1265 C43 2015 Charlesworth, Alan 1956- author An introduction to social media marketing Alan Charlesworth. London Routledge, Taylor & Francis Group 2015. xix, 228 pages 25 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references and index. 1. Social Media: the what, why and how -- 2. Who uses what? -- 3. Social media and the digital transformation -- 4. Ownership and measurement -- 5. Social service and support 6. Social customer relationship management -- 7. Social media monitoring for market intelligence -- 8. Introduction -- 9. Management and staff -- 10. Viral marketing and influencers -- 11. Blogging -- 12. Consumer reviews -- 13. Social networking and online communities -- 14. Social sharing -- 15. Social service and support -- 16. Real-time social media marketing -- 17. Event social media marketing -- 18. Online public relations and reputation management -- 19. Advertising on social media -- 20. Epilogue. "Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. 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. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: BlogsMobile MarketingOnline communities social networks Strategic SMMAnd much more. 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 tool"--Provided by publisher. "Although the Internet has had a massive impact on both society and business, it is the public's adoption of social media which provides its most significant legacy to date, and arguably the technology with the greatest potential for creative marketers. Nevertheless, its newness is also a challenge, particularly to those of us that aren't "digital natives". This is the first textbook for students that offers a step by step guide to social media marketing. 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. Each section includes bespoke case studies developed to tests the learners' understanding of how the various concepts, models and examples are best applied in real-world scenarios. Moreover, it's supported by the author's excellent website, with a continually updated blog, further cases, and examples of good and bad practice from current events. Topics covered in this book include: - Blogs - Mobile Marketing - Online communities' social networks - Strategic SMM - And much more. 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 tool"--Provided by publisher. Internet marketing. Online social networks Economic aspects. FO UPD DMC HF 5415.1265 C43 2015 Book