Social Media Marketing / Edition 2

by Tracy L. Tuten, Michael R. Solomon

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:	9781473913011
Publisher:	SAGE Publications
Publication date:	12/19/2014
Edition description:	Second Edition
Pages:	352
Product dimensions:	7.30(w) x 9.00(h) x 0.90(d)

About the Author

Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.

Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.

Follow her updates on Twitter @brandacity

Table of Contents

PART I: Foundations of Social Media Marketing
Chapter 1 The Social Media Environment
Chapter 2 Social Consumers
Chapter 3 Network Structure and Group Influences in Social Media
PART II: Social Media Marketing Strategy and Planning
Chapter 4 Social Media Marketing Strategy
Chapter 5 Tactical Planning and Execution
PART III: The Four Zones of Social Media
Chapter 6 Social Community
Chapter 7 Social Publishing
Chapter 8 Social Entertainment
Chapter 9 Social Commerce
PART IV: Social Media Data Management and Measurement
Chapter 10 Social Media Analytics
Chapter 11 Social Media Metrics
PART V: Social Media Marketing in Practice
Chapter 12 The Case Zone

Editorial Reviews

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

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

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

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 inno vative than the first. If you teach or study social media marketing or digital marketing, then you need this book!

Robert V. Kozinets