Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement, Second Edition
- 4h 38m
- Julie Atherton
- Kogan Page
- 2023
Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments.
Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through:
- Identifying and targeting audience segments
- Maximizing social search
- Enhanced reputation management
- Managing a diversified influencer portfolio
- Selecting the right channels for organic and paid social
- Creating a process and structure to improve efficiencies
- Using appropriate technology including AI
With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.
About the Author
Julie Atherton, MBA, based in Bristol, UK, is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.
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 Networked 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 Organic and Paid Social Media Channel Selection for Your Objectives and Audiences
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Measuring and Benchmarking Success—How and When do You Know Your Social Media Strategy is Working?
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From Customers to Celebrities—Identifying and Attracting a Range of Influencers to Advocate for Your Brand
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Crisis and Reputation Management for Social Media and PR—A Clear Guide for the Unpredictable
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Thoughts on the Future of Social—What will Happen Next?
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Appendix 2—Social Channels
