TY  - BOOK
AU  - Hollensen, Svend
AU  - Kotler, Philip,
AU  - Opresnik, Marc Oliver
TI  - Social media marketing : : a practitioner approach: the ultimate strategy guide for social media success to grow your business. 
SN  - 9798322944379
AV  - HF5415.1265 K68 2024
PY  - 2024///
CY  - Columbia, SC
PB  - Opresnik Management Consulting
KW  - Internet marketing
KW  - Social media
KW  - Marketing
KW  - Online social networks
KW  - Economic aspects
KW  - Advertising
KW  - Small business
KW  - Internet advertising
KW  - Graphic design
N1  - 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 --

ER  -