Librería Portfolio

´Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.ö
TAA Judges Panel

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand´s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ´four zones´ of social media that marketers can use to help achieve their strategic objectives:



1. Community

2. Publishing
3. Entertainment
4. Commerce
The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga.

The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.

Suitable for modules and courses on social media marketing.



Part I: Foundations of Social Media Marketing

Chapter 1. The Social Media Environment

Chapter 2. Social Consumers

Chapter 3. Network Structure and Group Influences in Social Media

Part II: Social Media Marketing Strategy and Planning

Chapter 4. Social Media Marketing Strategy

Chapter 5: Tactical Planning and Execution

Part III: The Four Zones of Social Media

Chapter 6. Social Community

Chapter 7. Social Publishing

Chapter 8. Social Entertainment

Chapter 9. Social Commerce

Part IV: Social Media Data Management and Measurement

Chapter 10. Social Media Analytics

Chapter 11. Social Media Metrics

Part V: Social Media Marketing in Practice

Case Zone: 10 Case Studies

Sample Social Media Marketing Plan: GONOW Vacations