Description
Sage Publications Ltd Social Media Marketing 2015 Edition by Tracy L. Tuten, Michael R. Solomon
**Winner of the TAA 2017 Textbook Excellence Award**"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."-TAA Judges PanelSocial Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer's toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications executions, and harnessing social media data to yield customer insights. The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include: 1. Community (e.g. Instagram) 2. Publishing (e.g. Tumblr)3. Entertainment (e.g. Candy Crush Saga)4. Commerce (e.g. Groupon)This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm Table of contents :- Part I: Foundations of Social Media MarketingChapter 1. The Horizontal RevolutionChapter 2. Social Media Marketing StrategyChapter 3. Social ConsumersChapter 4. Network Structure and Group Influence in Social MediaPart II: The Four Zones of Social MediaChapter 5. Social CommunityChapter 6. Social PublishingChapter 7. Social EntertainmentChapter 8. Social CommercePart III: Social Media Data Management and MeasurementChapter 9. Social Media for Consumer InsightChapter 10. Social Media MetricsCase: Bellisio Foods' Michelina Engages Frozen Foodies by Jacqueline Rae EvansCase: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda SteeleyCase: The Gnome Experiment by Steve Shugartt