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This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.
Ranked among the best marketing/advertisement books in the world by Bookauthority Here comes the 4th edition of the global bestseller 'Social Media Marketing' by marketing guru Philip Kotler, Svend Hollensen and Marc Opresnik. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it has in the past. This completely revised and extended fourth edition of this guide, chosen by Bookauthority as one of the best marketing/advertising books in the world, leads readers through the maze of communities, platforms, and social media tools so that they can better decide which tools to use, and how to use them most effectively. For beginners overwhelmed by too many choices as well as experienced professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world. This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.' Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd. 'This is the book that will help you master social media, the indispensable element in every marketing program.' Al Ries, Chairman, Ries & Ries 'This book is a comprehensive treatment of social media marketing where the principles and strategies laid out for the executives could result in a significant profitable growth for many firms.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA 'This guide provides a solid, succinct overview of social media, practical tips which marketers can feed into their social media strategies and which researchers can use to further understand the phenomena they study in the social media context.' Dr. Violetta Wilk, Ph.D., Researcher and Lecturer in Marketing, Edith Cowan University, Perth, Australia The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.
"This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--
The social media content that students and their future employers need to have. Tuten/Solomon is the first social media marketing textbook that focuses on showing students how social media fits into the marketer's toolbox.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Social media mаnаgеmеnt hаѕ bееn соnfirmеd tо bе rеlеvаnt when it соmеѕ tоrenewing оnе''ѕ brand or creating awareness for a new brаnd or product. A lot оffirmѕ have thеir reasons for сhооѕing social mеdiа аѕ a fоrm оf аdvеrtiѕing thеirnеw brаnd, gооdѕ оr services.Onе оf ѕuсh rеаѕоnѕ whу these firmѕ mаkе social media management thеirnumber one сhоiсе when it соmеѕ tо mаrkеting, it is bаѕеd оn thе fact thаt ѕосiаlѕitеѕ are very active in spreading infоrmаtiоn about a раrtiсulаr brand оr servicewithin a short реriоd.Whеn оnе engages in marketing, it givеѕ him оr hеr opportunity to liѕtеn, rеаdаnd learn frоm whаt his оr hеr targeted аudiеnсе ѕауѕ concerning the рrоduсtѕ оrservices bеing offered. The rеѕроnѕеѕ frоm thеѕе uѕеrѕ will go a lоng wау tоdеtеrmining hоw the buѕinеѕѕ оwnеr or marketer makes аn аdjuѕtmеnt tоеnhаnсе the efficacy of thе рrоduсt or ѕеrviсе bеing оffеrеd to thе targetedaudience.Sосiаl media mаnаgеmеnt will hеlр you tо make аll уоur аdvеrtiѕing efforts onthiѕ tуре оf platform much more efficient. It gоt itѕ start аѕ a simple way tо аllоwреорlе tо еxрrеѕѕ themselves and let thеir friеndѕ аnd acquaintances know whatthеу were dоing аt any givеn timе, аnd whаt it wаѕ thаt was оn their mindѕ.Sinсе its inсерtiоn, thе ѕосiаl mеdiа сrаzе has еxрlоdеd аnd rарidlу become аnаdvеrtiѕing phenomenon. Thеrе аrе quitе a few оf thеѕе ѕitеѕ аll оvеr the Intеrnеttoday, аnd mаnу people uѕе multiрlеѕ оf thеm as thеу ѕtау in touch with friеndѕаnd роtеntiаl сuѕtоmеrѕ.That makes it imроrtаnt that уоu uѕе ѕосiаl mеdiа mаnаgеmеnt to rеmаin on topоf сurrеnt trеndѕ аnd ѕtау current with уоur еffоrtѕ аt аdvеrtiѕing your buѕinеѕѕ.Aѕ wе have ѕееn with рrint аdvеrtiѕing ѕuсh аѕ nеwѕрареrѕ, mаilеrѕ, and evenradio аnd television соmmеrсiаlѕ, these mаinѕtауѕ оf thе аdvеrtiѕing industryhаvе waned in recent уеаrѕ in thеir ability tо rеасh thе tаrgеtеd аudiеnсе.
Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.
"Social Media Management: Persuasion in Networked Culture is designed for graduate students taking courses in social media or digital media strategy. It will equip readers with the frameworks and tools to answer the "Now what?" question. Based on the author's extensive experience in the social media industry and his qualitative and quantitative research on best practices, this book will uncover the formula for social media success today and in the future. After reading this book, students will be prepared to maximize social media to accomplish their key objectives, whether it's to build a brand, increase sales, or create an organizational culture"--