Social Media Marketing; A Strategic Approach (2nd Edition)

Specifications

Book Description

“Social Media Marketing: A Strategic Approach” by Melissa Barker, Donald I. Barker, Nicholas F. Bormann, and Debra Zahay provides a comprehensive guide to understanding and implementing effective social media marketing strategies. Here's an overview of what you can expect from this second edition:

1. Introduction to Social Media Marketing: The book begins with an overview of social media marketing, including its evolution, significance in the digital landscape, and its role in contemporary marketing strategies.
2. Strategic Planning: Barker et al. delve into strategic planning for social media marketing, emphasizing the importance of aligning social media efforts with overall business objectives. They discuss setting goals, defining target audiences, and developing integrated marketing communication plans.
3. Social Media Platforms: The book covers various social media platforms commonly used in marketing, including Facebook, Twitter, LinkedIn, Instagram, Pinterest, Snapchat, and YouTube. It provides insights into each platform's features, audience demographics, and best practices for engagement and content creation.
4. Content Strategy: Barker and colleagues explore content strategy for social media marketing, including creating compelling and shareable content, developing content calendars, and leveraging user-generated content and influencer partnerships.
5. Community Management: The textbook addresses community management techniques for building and nurturing online communities on social media platforms. It discusses strategies for engaging with followers, managing feedback and reviews, and handling customer inquiries and complaints.
6. Social Media Advertising: Barker et al. discuss paid advertising options available on social media platforms, including sponsored posts, display ads, video ads, and influencer collaborations. They provide guidance on targeting, budgeting, and measuring the effectiveness of social media advertising campaigns.
7. Social Media Analytics: The book explores the importance of social media analytics in evaluating the performance of marketing efforts and making data-driven decisions. It covers key metrics and tools for measuring engagement, reach, conversions, and return on investment (ROI) in social media marketing.
8. Emerging Trends and Technologies: Barker and colleagues examine emerging trends and technologies shaping the future of social media marketing, such as live streaming, augmented reality (AR), virtual reality (VR), chatbots, and artificial intelligence (AI). They discuss how marketers can leverage these innovations to stay ahead in a rapidly evolving digital landscape.
9. Case Studies and Examples: Throughout the book, Barker et al. include real-world case studies, examples, and practical insights from successful social media marketing campaigns. These examples illustrate best practices, challenges, and opportunities for marketers in different industries and contexts.
10. Ethical and Legal Considerations: The textbook addresses ethical and legal considerations in social media marketing, including privacy concerns, data protection regulations, disclosure requirements for sponsored content, and maintaining transparency and authenticity in online interactions.

Overall, “Social Media Marketing: A Strategic Approach” offers a comprehensive and up-to-date resource for students, professionals, and businesses looking to harness the power of social media for marketing purposes. With its strategic focus, practical insights, and real-world examples, it provides readers with the knowledge and skills to develop and execute effective social media marketing strategies that drive engagement, brand awareness, and business growth.