Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement
- 4h 3m
- Julie Atherton
- Kogan Page
- 2020
Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business.
Social Media Strategy delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. It also identifies the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this professional guide delivers a long-term solution for maximizing social media led business development.
About the Author
Julie Atherton is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. She is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.
In this Book
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Introduction—How to Use This Book
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Understand How Social Media is Utilized in Business, Marketing and Interpreting Customer Expectations
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Integrated Customer Engagement—How to Ensure Your Social Media Strategy is Integrated into Your Wider Marketing and Business Development
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Getting Started—Aligning Social Media Goals and KPIs with Your Wider Business Objectives
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Audience—Using Social Listening to Profile Your Audience and Generate Customer Insights for a Global Social Media Strategy
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Brand Presence—How to Drive Action and Engagement Through Integrated Content Marketing on Social Media
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Campaigns—A Quick Step Guide to Channel Selection for Your Objective and Audience
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Measuring and Benchmarking Success—How and When Do You Know Your Social Media Strategy is Working?
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Customer or Celebrity?—Identifying and Attracting the Right Influencers to Advocate for Your Brand
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Crisis and Reputation Management for Social Media—A Clear Guide for the Unpredictable
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Thoughts on the Future of Social—What Will Happen Next?
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Glossary
