Social media marketing : a practitioner approach: the ultimate strategy guide for social media success to grow your business. / txt
- Sixth Edition
- 238 pages : illustrations ; 24 cm. book
- Opresnik Management Guides Book 57 .
Include index and bibliography.
1. SOCIAL MEDIA MARKETING PLANNING 1 -- 1.1 INTRODUCTION TO MARKETING PLANNING 2 -- 1.2 THE MAIN STAGES IN DEVELOPING A DIGITAL MARKETING PLAN 5 -- 2. DIGITAL MARKETING RESEARCH 13 -- 2.1 INTRODUCTION TO MARKETING RESEARCH 13 -- 2.2 ONLINE (INTERNET) RESEARCH METHODS 14 -- 2.3 MARKETING RESEARCH BASED ON WEB 2.0 18 -- 2.4 SOCIAL MEDIA FUNNEL 20 -- 2.5 POE MEDIA - PAID, OWNED AND EARNED MEDIA 22 -- 2.6 CUSTOMER JOURNEY MAPPING 24 -- 2.7 CUSTOMER TOUCHPOINT MANAGEMENT 26 -- 3. FUNDAMENTALS OF SOCIAL MEDIA MARKETING 29 -- 3.1 THE EVOLUTION OF DIGITAL MARKETING AND SOCIAL MEDIA MARKETING 29 -- 3.2 DEFINITION OF SOCIAL MEDIA MARKETING 42 -- 3.3 FROM, BOWLING' TO ,PINBALL' 44 -- 3.4 THE EXTENDED MODEL OF SOCIAL MEDIA MARKETING COMMUNICATION 47 -- 3.5 THE 6C MODEL OF SOCIAL MEDIA MARKETING 48 -- 3.6 INFLUENCER MARKETING 52 -- 3.7 GLOBAL SMARTPHONE MARKETING 53 -- 3.8 GLOBAL APP MARKETING 56 -- 3.9 IMPLICATIONS OF AI ON SOCIAL MEDIA MARKETING 60 -- 4. METAVERSE AND SOCIAL MEDIA MARKETING TOOLS AND PLATFORMS 65 -- 4.1 METAVERSE - THE NEW MARKETING UNIVERSE 65 -- 4.1.1 Origin and Definition 66 -- 4.1.2 The Building Blocks 67 -- 4.2 A SYSTEMIZING SOCIAL MEDIA FRAMEWORK 75 -- 4.3 SOCIAL COMMUNITY ZONE 77 -- 4.3.1 Facebook 77 -- 4.3.2 X and Microblogging 91 -- 4.3.3 LinkedIN 104 -- 4.3.4 Snapchat 111 -- 4.3.5 Tumblr 117 -- 4.4 SOCIAL PUBLISHING ZONE 121 -- 4.4.1 Instagram 121 -- 4.4.2 Pinterest 130 -- 4.4.3 SlideShare 143 -- 4.4.4 Internet Forums 146 -- 4.4.5 YouTube 152 -- 4.4.6 Reddit 166 -- 4.4.7 Blogging 170 -- 4.4.8 TikTok 178 -- 4.5 SOCIAL ENTERTAINMENT ZONE 180 -- 4.5.1 eSports 182 -- 4.5.2 Augmented Reality (AR) 185 -- 4.6 SOCIAL COMMERCE ZONE 187 -- 4.6.1 Uber 190 -- 4.6.2 Airbnb 190 -- 4.6.3 Ratings and Reviews: Yelp 191 -- 4.6.4 Expedia.com 195 -- 5. SOCIAL MEDIA MARKETING CONTROLLING 199 -- 5.1 SOCIAL MEDIA MARKETING COMMUNICATION OBJECTIVES 199 -- 5.2 NON-FINANCIAL SOCIAL METRICS 200 -- 5.3 FINANCIAL SOCIAL METRICS 203 -- CONCLUSION 206 -- REFERENCES 209 -- ABOUT THE AUTHORS 231 -- INDEX 235 --
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Internet marketing Social media--Marketing Online social networks.--Economic aspects Advertising--Social media Small business--Marketing Internet advertising Graphic design.