Gale business insights handbook of social media marketing / Miranda Herbert Ferrara, Project Editor.
Material type: TextSeries: Gale business insightsPublisher: Detroit : Gale/ Cengage Learning, [2013]Description: xiv, 431 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781414499314; 1414499310Subject(s): Internet marketing -- Social aspects | Marketing -- Social aspects | Social media -- Economic aspectsItem type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 658.872 Ga 2013 (Browse shelf) | Available | E118869 |
Includes bibliographical references and index.
Building a case for social media -- Understanding social media and its effects -- Benefits of social media -- Creating a congruent social media marketing philosophy -- Creating a social media marketing strategy -- Representation of the brand -- Preparing for a long-term social media campaign -- Managing your social media campaign -- Benefits of social media teams -- Market segmentation -- Choosing the right media for your social media campaign -- Internal social media interfaces -- Preparing for paradigm shifts -- Diminishing returns of social media -- Consistency among all social media outlets -- Taking advantage of interactivity -- Increasing online discoverability -- Building a relationship -- Social media marketing strategies -- Diversification of social media content strategy -- Keeping up with the competition -- Developing brand loyalty through social media communication -- Transparency of social media marketing -- Updating social media efforts -- Sentiment analysis -- Measuring social media efforts -- Convergence of marketing, data, and technology -- Legal challenges with social media -- Marketing to a global segment -- Protecting the brand.
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