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Social Media Marketing: A Strategic Approach, 2nd Edition

by: Melissa S. Barker | Donald I. Barker | Nicholas F. Bormann | Debra Zahay | Mary Lou Roberts

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Retail Price: $119.95

Publisher: Cengage Learning,22.03.16

Category: MARKETING Level: B/I/A

ISBN: 1305502752
ISBN13: 9781305502758

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Institution: ICMS (International College Of Management, Sydney)
Course: RET230 | E Commerce & Social Media
ICMS - September 2016

SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E builds on the strength of the first edition, adding to the book's real-world focus with practical examples and case histories woven throughout the text. You'll find more explicit focus on the marketing use of popular social media platforms, including both those that are well established and those that are emerging. Conceptual frameworks and the explication of a social media marketing plan are illustrated using a strong example. This edition's conceptual frameworks are strengthened with additional teaching concepts, and best practices are emphasized. The authors provide a variety of social media initiatives to help you keep up with the latest developments and enable you to weave current social media marketing campaigns and developments into your course. Prepare your students for today's ever-changing world of social media marketing with this winning book and package that are easy for you to modify for your needs.

Table of Contents

1. The Role and Importance of SMM.
2. Goals and Strategies.
3. Identifying Target Audiences.
4. Rules of Engagement for Social Media Marketing.
5. Social Media Platforms and Social Networking Sites.
6. Micro blogging.
7. Content Creation and Sharing Blogging, streaming video, podcasts, and webinars.
8. Video Marketing.
9. Marketing on Photo Sharing Sites.
10. Social bookmarking and news aggregation, collaboration.
11. Content Marketing: Publishing Articles, White Papers, and E-books.
12. Mobile Marketing on Social Networks.
13. Social Media Monitoring.
14. Tools for Managing the SMM Effort.
15. SMM Plan.
Appendix: Sample SMM Plan XYZ Coffee.

About the Authors
Melissa S. Barker

Melissa S. Barker is a digital marketing consultant and public speaker, currently working with Jive Software, Puppet Labs, and Gates NextGen Open Source Courseware Grant. She has coauthored five textbooks, including the best-selling Internet Research Illustrated. In 2010, she created the first accredited social media marketing certificate in Washington State. She teaches search and social media marketing, as well as other related courses at Spokane Falls Community College. Melissa holds a B.A. in public relations and advertising from Gonzaga University, and an M.B.A. from Willamette University (expected in 2016). She has held key roles in digital marketing management at Siber Systems, Own Point of Sale, Integra Telecom, Jive Software, and Oregon Public Broadcasting. Melissa has become a recognized authority on LinkedIn, and a sought-after speaker at conferences, such as InnoTech and ITEXPO. For more information, visit: www.linkedin.com/in/melissasbarker.
Donald I. Barker

Donald I. Barker has authored, coauthored, and contributed to 40 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. Mr. Barker holds an M.B.A. from Eastern Washington University. As an assistant professor of information systems at Gonzaga University, he was honored with the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference. He also received several Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote popular columns for the magazine and BotSpot.com. For more information about Mr. Barker, visit: www.linkedin.com/in/donaldibarker.
Nicholas F. Bormann

Nicholas F. Bormann holds a Ph.D. in economics at George Mason University). He received his undergraduate education at Gonzaga University, graduating with a B.S. in economics and a B.A. in political science, with a concentration in women's/gender studies. Dr. Bormann is a two-time recipient of the Albert Mann Award for intercollegiate policy debate and qualified for the National Debate Tournament four times, advancing to elimination rounds twice. A member of Omicron Delta Epsilon, the economics honor society, his 2010 paper on the effect of state minimum wage laws on unemployment was presented at the Spokane Intercollegiate Research Conference. For more information about Dr. Bormann, visit: www.linkedin.com/in/nfbormann.
Debra Zahay

Debra Zahay is Professor and Department Chair at St. Edward's University. Austin, Texas. She holds A Ph.D. in Marketing from the University of Illinois, an M.A. in Management from Northwestern University in Evanston, Illinois, a J.D. from Loyola University in Chicago and her undergraduate degree from Washington University in St. Louis. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. Her current and recent research topics include customer information management for competitive advantage; information use in new product development and, particularly, crowd-sourcing; data warehousing in CRM environments; email personalization and other aspects of interactive marketing. Some of the journals in which she has published include Journal of Product Innovation Management, Decision Sciences, Industrial Marketing Management, Journal of Advertising Research, Journal of Business and Industrial Marketing, Journal of Interactive Marketing, Interactive Marketing, Journal of Database Marketing, and in the working paper series for the Marketing Science Institute. She has presented her work at numerous academic and practitioner conferences. Dr. Zahay's prior teaching experiences include North Carolina State University in Raleigh, North Carolina, and DePaul University in Chicago, Illinois. Dr. Zahay has been the President of her own database and relationship management consulting firm since 1993 and has extensive experience helping companies identify and develop customer relationships. Her prior business experience includes senior marketing management responsibilities at MCI Telecommunications and Dun & Bradstreet. She has also served as a Vice President on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Chicago Association of Direct Marketing.
Mary Lou Roberts

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there, including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Dr. Roberts earned her Ph.D. in marketing from the University of Michigan. She is senior author of DIRECT MARKETING MANAGEMENT, 2E, available on her website at www.marylouroberts.info. She has published extensively in marketing journals throughout the U.S. and Europe. Dr. Roberts is a frequent presenter for both professional and academic marketing organizations and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.


- MAJOR STRUCTURAL FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to listen to the social web to identify marketing opportunities and potential target audiences. They then learn how to set marketing goals and strategies to take advantage of these factors, as well as select the optimal social media tools and implement tactics to execute, monitor, and tune social media marketing campaigns for success

- SOCIAL MEDIA PLANNING MODEL CREATES A POWERFUL CUMULATIVE LEARNING EXPERIENCE. Each step in the book's distinctive social media planning model is presented in a way that provides a richly textured overview of the conceptual and practical knowledge necessary to effectively implement social media marketing initiatives.

- NUMEROUS EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING INITIATIVES. This edition features the social media efforts of forward-thinking Fortune 500 companies, innovative small businesses, and adaptive non-profit organizations

- BEST PRACTICES PROVIDE GUDIANCE FOR MARKETING ON SOCIAL MEDIA PLATFORMS. Each chapter concludes with a list of marketing tactics that have proven effective for the major types of social media platforms, such as blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities, and article directories.

- FINAL CHAPTER AND APPENDIX DRAW ON ALL KEY INFORMATION PRESENTED THROUGHOUT THE BOOK. This capstone chapter provides detailed explanations and illustrations of how to apply the eight-step social media planning model as students construct an extensive, real-world social media marketing plan.

New to Edition

- IMPROVED CONCEPTUAL FRAMEWORKS STRENGTHEN THIS EDITION'S APPROACH. This edition offers enhanced conceptual frameworks that present a proven eight-step strategy for developing a winning social media marketing plan. In addition, new frameworks further structure the book's successful teaching and learning approaches.

- NEW SOCIAL MEDIA CAMPAIGN EXAMPLES EMPHASIZE THE PRACTICALITY OF WHAT STUDENTS ARE LEARNING. Numerous timely and relevant examples are woven into each chapter to illustrate the book's concepts in action.

- NEW CHAPTER ADDRESSES A MULTITUDE OF TODAY'S SOCIAL MEDIA MARKETING TOOLS. You and your students examine a wealth of contemporary social media marketing tools that are potentially useful in your course itself. Students clearly see, first-hand, the many ways in which the complexity of social media marketing can be managed.

- NEW INSTRUCTORS' MANUAL PROVIDES SUPPORT FOR ENGAGING STUDENT ACTIVITIES. This helpful resource provides details for meaningful course projects and activities, including developing social media marketing plans and other relevant projects. It also offer helpful suggestions to integrate the development of a personal brand into course activities and projects.

- UNPRECEDENTED ONLINE SUPPORT KEEPS YOUR COURSE UP TO DATE. Numerous, timely online tools as well as useful resources reflect the latest developments in the field to help you prepare your course and keep your course content relevant and engaging.