Gale Business Insights Handbooks of Social Media Marketing

Gale Business Insights Handbooks of Social Media Marketing

by Gale Editor (Editor)



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)

Table of Contents

Preface vii

User's Guide xi

List of Contributors xiii

Gale Business Insights Handbook of Social Media Marketing

Building a Case for Social Media 1

Understanding Social Media and Its Effects 15

Benefits of Social Media 29

Creating a Congruent Social Media Marketing Philosophy 43

Creating a Social Media Marketing Strategy 57

Representation of the Brand 71

Preparing for a Long-Term Social Media Campaign 83

Managing Your Social Media Campaign 95

Benefits of Social Media Teams 107

Market Segmentation 117

Choosing the Right Media for Your Social Media Campaign 133

Internal Social Media Interfaces 151

Preparing for Paradigm Shifts 165

Diminishing Returns of Social Media 179

Consistency Among All Social Media Outlets 193

Taking Advantage of Interactivity 205

Increasing Online Discoverability 215

Building a Relationship 227

Social Media Marketing Strategies 239

Diversification of Social Media Content Strategy 255

Keeping Up with the Competition 269

Developing Brand Loyalty through Social Media Communication 285

Transparency of Social Media Marketing 297

Updating Social Media Efforts 311

Sentiment Analysis 325

Measuring Social Media Efforts 339

Convergence of Marketing, Data, and Technology 353

Legal Challenges with Social Media 367

Marketing to a Global Segment 383

Protecting the Brand 395

Glossary 407

Index 413

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