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Author Rohm, Andrew.

Title Herding cats : a strategic approach to social media marketing / Andrew Rohm and Michael Weiss.

Publication Info. New York : Business Expert Press, 2014.

Item Status

Edition 1st ed.
Description 1 online resource (xv, 97 pages) : illustrations.
text file
Series Digital and social media marketing and advertising collection, 2333-8830
Digital and social media marketing and advertising collection.
Bibliography Includes bibliographical references and index.
Contents 1. Who are you and why should we care? -- 2. Customer engagement -- 3. It's story time! -- 4. Creating your content -- 5. If content is king, then distribution is queen: how to manage your story across social media -- 6. Social media analytics: CSI meets advertising -- 7. Social media marketing best practices -- 8. The new front line -- Notes -- References -- Index.
Summary One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years, so much so that keeping pace with the latest social media platforms can seem like herding cats. To help you craft a more strategic approach to your social media efforts, we provide a timeless perspective on how to create, manage, and measure social media content. We simplify the concept of branding and advertising fueled by social media to one that focuses on understanding your why (Chapter 1); fostering customer engagement (Chapter 2) through crafting your organization's unique story (Chapter 3); telling the story strategically via social media channels (Chapter 4); organizing for social media and managing, monitoring, and measuring your social media efforts as well as developing guidelines and governance policies for executing your social media strategy (Chapter 5); identifying key metrics and measuring performance through analytics (Chapter 6); learning from several social media best practice examples (Chapter 7); and understanding the extent of change brought on by digital and social media related to how you engage your customers (Chapter 8). This book is intended to provide the reader--whether an upper level undergraduate or MBA student, social media manager, brand manager, small business owner, corporate executive, or simply someone who wishes to better understand the intersection of business and social media-- important perspectives and frameworks on developing and managing an effective social media strategy.
Local Note eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject Internet marketing.
Internet marketing.
Internet advertising.
Internet advertising.
Social media -- Marketing.
Social media.
Social networks.
Social networks.
Genre/Form Electronic books.
Electronic books.
Subject Social media.
Added Title Strategic approach to social media marketing
ISBN 9781606498392 (electronic book)
1606498398 (electronic book)