Social Media Marketing: A Strategic Approach Melissa Barker
Eda Chatagnier
Social Media Marketing: A Strategic Approach Melissa Barker
Social media marketing (SMM) is the use of social media platforms and websites to promote a product or service. SMM can help businesses reach new audiences, build relationships with customers, and increase brand awareness. However, SMM is not a one-size-fits-all strategy. It requires careful planning, execution, and evaluation to achieve desired marketing goals.
One of the most comprehensive and practical books on SMM is Social Media Marketing: A Strategic Approach by Melissa Barker, Donald I. Barker, Nicholas F. Bormann, and Krista E. Neher. This book provides a conceptual foundation and a step-by-step guide for developing successful social media marketing plans. It covers both online and offline elements of personal branding, as well as the most effective techniques for identifying and engaging with target audiences on the social web. It also explores the best practices and tactics for each type of major social media platform, such as blogs, videos, photos, social networks, microblogging, discussion boards, social news, Q&A sites, mobile computing, and location marketing. Moreover, it discusses how to monitor, measure, and optimize social media marketing initiatives, using various quantitative and qualitative tools and metrics.
The book is divided into 16 chapters, each focusing on a specific aspect of SMM. The first four chapters introduce the role, goals, strategies, and rules of engagement for SMM. The next 11 chapters examine the different social media platforms and how to use them effectively for marketing purposes. The last chapter presents a detailed example of a social media marketing plan for a fictional company called XYZ Coffee Company. The book also includes learning objectives, key terms, review questions, exercises, case studies, and online resources for each chapter.
Social Media Marketing: A Strategic Approach is an ideal textbook for students and instructors of marketing, communication, business, or related fields. It is also a valuable resource for practitioners and professionals who want to learn how to create and implement successful social media marketing campaigns. The book is available in both print and ebook formats from Cengage Learning.
References:
- : Barker M., Barker D., Bormann N., Neher K. (2012). Social Media Marketing: A Strategic Approach. Cengage Learning.
- : Cengage Learning website