Social Media Marketing: A Strategic Approach

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Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.

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Editorial Reviews

From the Publisher
"This book is a highly relevant, invaluable marketing volume for people, students and instructors who are interested in leveraging social media in a number of platforms….not just Facebook and Twitter."

"You would be capable of creating and implementing a social media plan once you have studied this book. It provides a full plan, complete with everything you need."

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Product Details

  • ISBN-13: 9780538480871
  • Publisher: Cengage Learning
  • Publication date: 3/9/2012
  • Edition description: New Edition
  • Pages: 400
  • Sales rank: 244,804
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.70 (d)

Meet the Author

Melissa S. Barker (B.A. in public relations/advertising, Gonzaga University) is the social media strategist for Oregon Public Broadcasting, where she designs and oversees the implementation of social media branding for the organization. She has coauthored four leading-edge textbooks, including Internet Research Illustrated, fifth, sixth and seventh editions, all bestsellers, as well as Social Media Marketing: A Strategic Approach. Melissa was instrumental in creating the first accredited social media marketing certificate in Washington State. She developed and teaches the certificate's core courses for Spokane Falls Community College, which include social media marketing, search engine marketing, and social media strategic planning courses. Melissa began her career as a social media marketing specialist for the international software company Siber Systems, where she doubled the company's presence on Facebook, Twitter, and LinkedIn within a few months. In recognition of her accomplishments, Siber Systems promoted her to the position of chief social media strategist. Melissa then became director of communications for Own Point of Sale, where she created and executed social media campaigns, as well as public relations, advertising, and other marketing efforts. As a social media strategist at Integra Telecom, Melissa developed and implemented comprehensive social media initiatives and taught executives and sales team how to build their personal brand with social media. At Jive Software, a leading enterprise social software maker, Melissa developed and supervised the execution of social media campaigns and trained the sales team on social selling. She has established herself as an authority on LinkedIn, Twitter, Facebook, and Google+, as well as achieving expert author status on EzineArticles. In addition, she is a sought after speaker at conferences such as InnoTech and ITEXPO. For more information about Melissa, visit:

Donald I. Barker (M.B.A., Eastern Washington University) has authored, coauthored, and contributed to thirty-five cutting-edge textbooks, many bestsellers, on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. He pioneered the "hybrid" college textbook, combining the power of the Internet with the convenience of paper to deliver the most up-to-date learning experience possible, along with devising the process for putting textbook ancillary materials online. In addition, Don was instrumental in establishing the lucrative practice of packaging student versions of software with textbooks. As an assistant professor of information systems at Gonzaga University, he was honored as the winner of the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference and received several Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote popular columns for the magazine and Before commencing his academic career, Don was a business development specialist for the Small Business Development Center in Spokane, Washington, receiving the award for Outstanding Leadership and Service to Small Business. In addition, he was the sales manager for the largest consumer electronics retailer in Spokane. Today, Don continues to push the technology envelope by authoring trailblazing textbooks, as well as developing and teaching innovative online courses. For more information about Don, visit:

Nicholas F. Bormann is currently pursuing a Ph.D. in economics at George Mason University (expected 2014). He received his undergraduate education at Gonzaga University, graduating with a B.S. in economics and a B.A. in political science, with a concentration in women's/gender studies. He is a two-time recipient of the Albert Mann Award for intercollegiate policy debate and qualified for the National Debate Tournament four times, advancing to elimination rounds twice. A member of Omicron Delta Epsilon, the economics honor society, his 2010 paper on the effect of state minimum wage laws on unemployment was presented at the Spokane Intercollegiate Research Conference. For more information about Nick, visit:

Krista E. Neher (B.B.A., Wilfrid Laurier University) is the CEO of Boot Camp Digital, author of the Social Media Field Guide, international speaker and managing director of the Institute for Social Media at Cincinnati State Technical and Community College. Krista is a social media marketing pioneer, having created one of the first corporate Twitter accounts in 2007 when she was VP marketing at an Internet start-up company. By leveraging social media, Krista built the company to 40,000 registered users in four months, beating out competitors who spent millions of dollars on marketing. Prior to this work, Krista spent over five years at Procter & Gamble in a career spanning marketing and finance in which she worked on the largest global businesses. As the founder of Boot Camp Digital, a company that specializes in social media marketing training and consulting, Krista has worked with countless small and medium businesses as well as market leaders including Procter & Gamble, GE, 5/3 Bank, and the United States Senate Office of Education and Training. Krista speaks regularly at industry-leading trade shows, conferences, and corporate engagements around the world. As the managing director of the Institute for Social Media at Cincinnati State Technical and Community College, she created and manages the accredited social media marketing certification program. Krista is passionate about social media and has been an avid blogger and social network user since 2007. For more information about Krista, visit:

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Table of Contents

1. Why Social Media? 2. Goals and Strategies. 3. Identifying Target Audiences. 4. Rules of Engagement for Social Media. 5. Publishing Blogs. 6. Publishing Podcasts & Webinars. 7. Publishing Articles, White Papers and E-Books. 8. Sharing Videos. 9. Sharing Photos and Images. 10. Social Networks. 11. Microblogging. 12. Discussion Boards, Social News Sites, and Q&A Sites. 13. Mobile Computing & Location Marketing . 14. Social Media Monitoring Tools. 15. Social Media Marketing Plan. Appendix: Sample Social Media Marketing Plan.

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