Monday, March 19, 2012

Social Media Marketing: A Strategic Approach, 1st Edition (textbook)

After a lot of hard work, the first college textbook on social media marketing is now available. An overview:

Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities.

Want to know more? Pick up your copy here.

14 comments:

  1. Sounds like a valuable book, I will pick up a copy.

    George

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  2. Thank you. I'd love to get your feedback on the book!

    Thanks,

    Melissa

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  3. Great to finally see a textbook on social media marketing, especially one that emphasizes strategy. I look forward to receiving the text.

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  4. Melissa, I just received a copy of the text and would like to consider it for a new course. I need to develop a syllabus. Do you have samples? I didn't see anything in the text on this.

    Gail Benchener
    Assistant Professor, School of Business and Leadership
    gbenchener@pbu.edu

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  5. Hi Gail, I've reached out to you via LinkedIn and I'll follow by email when I am able to obtain a sample syllabus.

    Thank you for your interest!

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