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.

25 comments:

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

    George

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

    Thanks,

    Melissa

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

    ReplyDelete
  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

    ReplyDelete
  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!

    ReplyDelete
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    ReplyDelete
  16. I believe that a social media consultant must be attuned to the company goals and aspirations if he or she is to represent them on their social media channels. I also think that outsourcing social media marketing is a good idea for a company looking to specialize in their core business. In any case, most businesses outsource marketing and advertising and I don’t see why social media marketing should be any different. You just need to be actively involved to ensure that you are represented in the way that you want

    ReplyDelete
  17. I believe that a social media consultant must be attuned to the company goals and aspirations if he or she is to represent them on their social media channels. I also think that outsourcing social media marketing is a good idea for a company looking to specialize in their core business. In any case, most businesses outsource marketing and advertising and I don’t see why social media marketing should be any different. You just need to be actively involved to ensure that you are represented in the way that you want

    ReplyDelete
  18. I believe that a social media consultant must be attuned to the company goals and aspirations if he or she is to represent them on their social media channels. I also think that outsourcing social media marketing is a good idea for a company looking to specialize in their core business. In any case, most businesses outsource marketing and advertising and I don’t see why social media marketing should be any different. You just need to be actively involved to ensure that you are represented in the way that you want

    ReplyDelete
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    them again. A tour of your business, a demonstration of your products or an interview with the creators

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    Make sure to make the most out of the apps which allows you to go live directly from the blog.

    ReplyDelete
  21. Live streaming is the latest fad on social media so make sure to get live with your audience from time to time.
    Live streaming would give you a more intimate space with your viewers and encourage them to interact with you more often. It would allow more personal interaction with your audience in real time.
    You can also share your live videos later, so that those who have missed out the live streaming can view them again. A tour of your business, a demonstration of your products or an interview with the creators are some of the possible content which can be created with a live video.
    Make sure to make the most out of the apps which allows you to go live directly from the blog.

    ReplyDelete
  22. Live streaming is the latest fad on social media so make sure to get live with your audience from time to time.
    Live streaming would give you a more intimate space with your viewers and encourage them to interact with you more often. It would allow more personal interaction with your audience in real time.
    You can also share your live videos later, so that those who have missed out the live streaming can view them again. A tour of your business, a demonstration of your products or an interview with the creators are some of the possible content which can be created with a live video.
    Make sure to make the most out of the apps which allows you to go live directly from the blog.

    ReplyDelete
  23. Live streaming is the latest fad on social media so make sure to get live with your audience from time to time.
    Live streaming would give you a more intimate space with your viewers and encourage them to interact with you more often. It would allow more personal interaction with your audience in real time.
    You can also share your live videos later, so that those who have missed out the live streaming can view them again. A tour of your business, a demonstration of your products or an interview with the creators are some of the possible content which can be created with a live video.
    Make sure to make the most out of the apps which allows you to go live directly from the blog.

    ReplyDelete
  24. Live streaming is the latest fad on social media so make sure to get live with your audience from time to time.
    Live streaming would give you a more intimate space with your viewers and encourage them to interact with you more often. It would allow more personal interaction with your audience in real time.
    You can also share your live videos later, so that those who have missed out the live streaming can view them again. A tour of your business, a demonstration of your products or an interview with the creators are some of the possible content which can be created with a live video.
    Make sure to make the most out of the apps which allows you to go live directly from the blog.

    ReplyDelete