Social Media Marketing

by Tracy L. Tuten

Overview

The original, bestselling, and award-winning textbook on social media marketing—thoroughly updated in this Fifth Edition—features all the essential topics, concepts, research, and practical application for study and career success.

Product Details

ISBN-13:	9781529623826
Publisher:	SAGE Publications
Publication date:	10/17/2024
Edition description:	Fifth Edition
Pages:	464
Product dimensions:	7.44(w) x 9.68(h) x (d)

About the Author

Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity

Table of Contents

Preface
Acknowledgement
Keys to Icons
Dedication
FOUNDATIONS OF SOCIAL MEDIA MARKETING
The Horizontal Revolution
Social Media Marketing Strategy
Social Consumers
Network Structure and Group Influence in Social Media
THE FOUR ZONES OF SOCIAL MEDIA
Social Community
Social Publishing
Social Entertainment
Social Commerce
SOCIAL MEDIA DATA MANAGEMENT AND MEASUREMENT
Social Media for Consumer Insight
Social Media Metrics
Case: Bellisio Foods’ Michelina Engages Frozen Foodies- Jacqueline Rae Evans
Case: A Startup Seeks to Solve Age-Old Problem with Social App- Amanda Steeley
Case: The Gnome Experiment- Steve Shugartt
Appendix
Introduction
The Experience Strategy
Activation Plan
Management and Measurement
Index

Editorial Reviews

The book, Social Media Marketing, by Tuten and Solomon explains the evolution of digital marketing using the building blocks of traditional marketing and provides insights, using essential theory and examples from real world situations, on how social media can be used as a tool for strategic planning to achieve core objectives by facilitating exchanges between consumers and organization.

The text builds on by highlighting the four channels (zones) of social media and summarizes by stating the metrics that can be used to evaluate the effectiveness of strategies. The book, in the beginning, discusses the horizontal revolution, a change which social media is bringing in the daily lives of ‘digital natives’, modern day consumers.

From an academic viewpoint also, the book successfully integrates closely the concepts of traditional digital marketing practices with those of digital marketing that it would encourage and facilitate students, and managers apply digital marketing concepts for succeeding in their business strategies and processes. The book is well versed and neatly covers all the essential components of social media marketing that will enable students to channelize their social media marketing skills.

10 May 2018 Vision

This is a delightful, practical book and a great addition to the marketer’s toolbox. I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update. My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience.

Mark Burgess

Hands down, this is the single best textbook about social media marketing out there. This radically revised and fully updated edition is even more comprehensive, strategic, organized, visual, results-oriented and innovative than the first. If you teach or study social media marketing or digital marketing, then you need this book!

Robert V. Kozinets

I was an F student in college, so my textbooks collected a lot of dust. Had this book been around back then it might have been a different story.

Gary Vaynerchuk