Social Media Marketing: A Strategic Approach, 2/e (Paperback)

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.

作者：Melissa S. Barker 
現職：Spokane Falls Community College 

作者：Donald I. Barker 
現職：Spokane Falls Community College 

作者：Nicholas F. Bormann 
現職：George Mason University 

作者：Debra Zahay, 
現職：St. Edward’s University 

作者：Mary Lou Roberts 
現職：University of Massachusetts Boston

Ch 1 The Role of Social Media Marketing 
Ch 2 Goals and Strategies 
Ch 3 Identifying Target Audiences. 
Ch 4 Rules of Engagement for SMM 
Ch 5 Social Media Platforms and Social Networking Sites 
Ch 6 Microblogging 
Ch 7 Content Creation and Sharing: Blogging, streaming video, podcasts, and webinars 
Ch 8 Video Marketing 
Ch 9 Marketing on Photo Sharing Sites 
Ch10 Discussion, News, Social Bookmarking, and Q&A Sites 
Ch11 Content Marketing: Publishing Articles, White Papers, and E-books 
Ch12 Mobile Marketing on Social Networks 
Ch13 Social Media Monitoring 
Ch14 Tools for Managing the Social Media Marketing Effort 
Ch15 Social Media Marketing Plan