Perspectives on Social Media Marketing / Edition 1by Stephanie Agresta
Pub. Date: 09/08/2010
Publisher: Cengage Learning
PERSPECTIVES ON SOCIAL MEDIA MARKETING addresses 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media, providing advice and insight on how to deal with each issue from the perspective of two thought leaders in this arena: Stephanie Agresta from Porter Novelli and B. Bonin Bough from PepsiCo.
PERSPECTIVES ON SOCIAL MEDIA MARKETING addresses 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media, providing advice and insight on how to deal with each issue from the perspective of two thought leaders in this arena: Stephanie Agresta from Porter Novelli and B. Bonin Bough from PepsiCo. Together, they discuss what social media is, how it has changed the marketing landscape, how to implement a tactical and strategic social media plan across your organization, how to best measure the ROI of a social media campaign, and more.
- Cengage Learning
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Table of Contents
PART I: REALLY UNDERSTANDING SOCIAL MEDIA. 1. How would you define social media? 2. Why has social media had such a powerful impact? 3. How has social media changed general marketing strategies? 4. Does branding still matter? Has the definition of "brand" changed? 5. Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only? 6. How important is personal branding? 7. Should companies allow executives or other employees develop personal brands as representatives if the company? 8. Should traditional marketing efforts be relegated to the museum? 9. How (if at all) has social media altered the consumer buying cycle? 10. What are some of the popular misconceptions many marketers have about social media? 11. Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR? PART II: IMPLEMENTING A STRATEGY. 12. What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print? 13. Is it possible to run a regional SM campaign, or is it impossible to contain? 14. Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other? 15. If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously? 16. Are there any tools that are "must haves" for every social media marketing effort? PART III: MANAGING, MEASURING, AND ACHIEVING SUCCESS. 17. What accounts for success in a social media marketing campaign? 18. How is social/ media measurement different from traditional marketing measurement. 19. Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)? 20. Once information is out on the social Web, it can be hard if not impossible to take back. What can you do in the event of a mistake? 21. Are agencies necessary, or can brands handle social media campaigns on their own? PART IV: JUST FOR FUN. 22. What will the Internet look like three years from now? Ten years from now? 23. What would you consider to be the best social media campaign ever run? 24. What would you consider to be the worst social media campaign ever run? 25. Which companies (other than your own) really seem to "get it" when it comes to social media marketing? 26. Which industry experts do you admire and why?
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Most Helpful Customer Reviews
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For once you can judge a book by the cover and if it is a topic that interests you or your organization then pick it up and start reading today. The great thing about the book is that it's broken up into 89 topics and each topic is addressed by both the brand perspective and the agency perspective. While a number of times the perspectives are very similar, there are definitely diverging perspectives and also different resources recommended for each perspective. The book has tons of links to reference material, tools, blogs and includes good anecdotal points as well. While some of the resources may become outdated quickly, it still will serve on the main intent which is to provide two perspectives on social media marketing. Engagement and conversation is a lot of what you'll hear, but more than buzzwords you'll get a glimpse of the experience in social media both the brand and agency perspective provide. Whether you are just getting started in social media or are a seasoned veteran, this book will probably give you more than one "ah hah" moments as you jump in to this fast-paced and ever changing world of social media marketing.