Perspectives on Social Media Marketing

Perspectives on Social Media Marketing

by Stephanie Agresta
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Overview

Perspectives on Social Media Marketing by Stephanie Agresta

Perspectives on Social Media Marketing addresses 90 - 100 compelling and important issues that marketers deal with on a regular basis when it comes to social media. These issues include understanding what social media is, how it has changed the marketing landscape, ways to leverage it for reaching consumers, how to best measure the ROI of a social media campaign, and more. For each of these issues or topics, both authors provide their expert insight and feedback from their own unique perspective - one from the perspective of the marketing agency, the other from the perspective of the brand or marketer.

Product Details

ISBN-13: 9781435456532
Publisher: Cengage Learning
Publication date: 08/01/2010
Sold by: CENGAGE LEARNING
Format: NOOK Book
File size: 808 KB

About the Author

B. Bonin Bough is the Global Director of Digital and Social Media at PepsiCo. In this role, he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating social media and the "online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully. Previously, Bough was the Executive Vice President and Director of Weber Shandwick's global interactive, social, and emerging media practice, leading strategic programming for the agency's top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) and ran the interactive strategy unit for eight years. Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewers Choice for MrPicassoHead.com.

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Perspectives on Social Media Marketing 4 out of 5 based on 0 ratings. 1 reviews.
JRNT More than 1 year ago
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.