03493nam a22003737a 4500 pucpr 20260917114535.0 260917b20172024|||a|||| b||| 001 0 eng d 9798322944379 pucpr eng pucpr pucpr rda CARIBET HF5415.1265 K68 2024 Hollensen, Svend 303568 Social media marketing : a practitioner approach: the ultimate strategy guide for social media success to grow your business. / txt Sixth Edition Columbia, SC : Opresnik Management Consulting, 2024. 238 pages : illustrations ; 24 cm. book rdacontent text txt rdamedia unmediaded n rdacarrier volume nc Opresnik Management Guides 303569 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 -- Internet marketing 115752 Social media 278472 Marketing Online social networks. 145145 Economic aspects Advertising 296373 Social media Small business 171102 Marketing Internet advertising 115735 Graphic design. 230537 Kotler, Philip, 1931- 3674 Opresnik, Marc Oliver 303570 lcc 27 Sixth Edition HF5415.1265 General K68 2024 306981 306981 0 0 lcc 0 0 4 4 33 2024-06-13 Amazon 70.99 0 General HF5415.1265 K68 2024 91000000755140 2026-09-17 11:46:29 1 80.99 2024-06-13 27