Strategic social media : from marketing to social change

Author

• Mahoney, L. Meghan

Additional Author(s)

• Tang, Tang

Publisher

West Sussex: John Wiley & Sons Ltd, 2016

Language

English

ISBN

9781119370680

Series

Subject(s)

• INTERNET MARKETING
• SOCIAL MEDIA
• USER-GENERATED CONTENT

Notes

• Includes bibliographical references and index

. .

Abstract

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
• Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
• Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
• Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
• Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
• Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Physical Dimension

Number of Page(s)

1 online resource (ix, 347 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Front Matter (Pages: i-ix)
CHAPTER 0 Introduction (Pages: 1-3)

Part I : Social Media in Convergence
CHAPTER 1 Understanding Social Media and Social Behavior Change (Pages: 5-22)
CHAPTER 2 Information Diffusion (Pages: 23-43)
CHAPTER 3 Establishing Community (Pages: 44-60)
CHAPTER 4 Mobilizing Your Audience (Pages: 61-77)

Part II : Social Media Users and Messages
CHAPTER 5 Transforming Audiences into Users (Pages: 79-98)
CHAPTER 6 Active Within Structures (Pages: 99-114)
CHAPTER 7 Best Practices for Social Media Engagement (Pages: 115-129)
CHAPTER 8 Mobile Marketing and Location‐based Applications (Pages: 130-143)

Part III : Social Media Marketing and Business Models
CHAPTER 9 Reconsidering the Long Tail (Pages: 145-160)
CHAPTER 10 Social Media Business Models (Pages: 161-179)
CHAPTER 11 Social Media Marketing Strategies (Pages: 180-195)
CHAPTER 12 Evaluating Social Media Marketing (Pages: 196-209)

Part IV : Marketing for Social Good
CHAPTER 13 Social Media and Health Campaigns (Pages: 211-229)
CHAPTER 14 Social Media and Civic Engagement (Pages: 230-246)
CHAPTER 15 Communication for Development (Pages: 247-263)
CHAPTER 16 Social Media and Entertainment‐Education (Pages: 264-278)

Part V : Social Media for Social and Behavior Change
CHAPTER 17 Integrating Old with New (Pages: 279-296)
CHAPTER 18 Social Media for Social Behavior Change (Pages: 297-311)
CHAPTER 19 Arguing for a General Framework for Social Media Scholarship (Pages: 312-325)
CHAPTER 20 The Future of Social Media (Pages: 326-341)

Index (Pages: 343-347)

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	01152/19	302.3 Mah S	Online !	Available