| Description |
1 online resource |
| Contents |
Strategic Social Media; Contents; Introduction; Reference; Part 1 Social Media in Convergence; 1 Understanding Social Media and Social Behavior Change; Introduction; Bridging Communication Theories and Social Media Practitioners; Linear Communication Models to Modern Transactional Processes; Marketing and Behavior Change Theory; Case Study: Warby Parker; Summary; References; 2 Information Diffusion; Introduction; Diffusing Your Message; Web 1.0 to 2.0 Technology Structure; Social media; Mass media; Shift to Web 2.0; Transparency, Control and Public Relations; Create additional transparency |
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Transparency of your productPlanned and perceived obsolescence; Additional elements of brand transparency; Case Study: Shell Arctic Ready; Summary; References; 3 Establishing Community; Introduction; Community Development Theory; Behavior Change and the Power of Social Networks; Brand Authenticity; Case Study: Grey Poupon; Summary; References; 4 Mobilizing Your Audience; Introduction; Social Media Mobilization; The Power of User-Generated Content; Offline Advocacy; Case Study: Breast Cancer Meme; Summary; References; Part 2 Social Media Users and Messages; 5 Transforming Audiences into Users |
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IntroductionTransforming Passive Audiences to Empowered Users; Uses and gratifications theory; Social cognitive theory; Mood management theory; Selective exposure theory; Predicting Social Media Use and Audience Behavior; Social Media User Profile; Case Study: Weixin; Summary; References; 6 Active Within Structures; Introduction; Theory of Active Within Structures; The Role of Structure; Search; User profiles; Recommendation; Messaging/chat; Hyperlink; Catalog of content; Connection to groups/people; Recognizing Constrained Active Choices; Case Study: NBCs Social Olympics; Summary; References |
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7 Best Practices for Social Media EngagementIntroduction; The Theory of Dialogic Communication; Online Engagement and Virtual Communities; The Dialogic Loop; Case Study: Second Life; Summary; References; 8 Mobile Marketing and Location-based Applications; Introduction; Mobile Digital Projections; Peer Influence and a Shared Social Journey; Generating Return Visits; Case Study: Renren; Summary; References; Part 3 Social Media Marketing and Business Models; 9 Reconsidering the Long Tail; Introduction; Power-Law Distribution; Theory of the Long Tail; Inbound Marketing |
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Spreadability of media contentContent blogging; Brand collaboration; Search engine optimization; Questioning the long tail; Case Study: Video on Demand; Summary; References; 10 Social Media Business Models; Introduction; Developing a Business Model; Value proposition; Customer segmentation; Competitive strategy; Marketing strategy; Revenue stream; Cost structure; Organizational development; Developing a Business Model Action Plan; The Return on Investment of Social Media; One Business Model Doesnt Fit All; Case Study: Xing; Summary; References; 11 Social Media Marketing Strategies |
| Summary |
"Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold" -- Publisher's description |
| Subject |
Social media.
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Social media -- Marketing
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Social media and society.
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social media.
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PSYCHOLOGY -- Social Psychology.
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Social media and society
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Social media
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| Form |
Electronic book
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| ISBN |
1118556941 |
|
9781118556948 |
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9781118556900 |
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1118556909 |
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