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Gale Business Insights Handbooks of Social Media Marketing
     

Gale Business Insights Handbooks of Social Media Marketing

by Gale Editor
 

The Gale Business Insights Handbook Of Social Media Marketing examines the questions What is social media marketing and How can it be used in my business? This volume focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its

Overview


The Gale Business Insights Handbook Of Social Media Marketing examines the questions What is social media marketing and How can it be used in my business? This volume focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its effectiveness. Entries examine such topics as the types of social media and their followers; how to increase discoverability; and how to define and protect your brand; legal challenges with social media, and more.

Editorial Reviews

Library Journal
Each of these short essays by contributing authors on roles of social media in marketing begins with a short overview of what is to come, and is supported by a bibliography. When creating a social media marketing policy, the book explains, it helps to develop a philosophy and be able to communicate the benefits. The essays also cover topics such as building a social media team, developing effective strategies, analyzing the results, ROI (return on investment), transparency, and sentiment analysis (for evaluating preferences). A section on scheduling is also helpful, as the many opportunities created by the social media team need to be monitored and updated. The authors also consider problems such as a "sock puppet" (false online reviewer), legal challenges, and brand protection. Throughout the text, icons highlight "helpful hints," "tools to use," and other features. The glossary and bibliographies offer much information. The language is not overly technical and will be accessible to novices. VERDICT This multifaceted approach presents much food for thought and offers a solid introduction for business students and for those already in the working world who are looking for social media guidance.—Barbara Kundanis, Longmont P.L., CO

Product Details

ISBN-13:
9781414499314
Publisher:
Gale Group
Publication date:
04/10/2013
Series:
Gale Business Insights Handbooks
Pages:
300
Product dimensions:
9.25(w) x 7.25(h) x (d)

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