Social Media Strategy

A Practical Guide to Social Media Marketing and Customer Engagement
3rd Auflage
ISBN: 978-1-3986-2945-5
Verlag: Kogan Page

Buch, Englisch, 312 Seiten, Format (B × H): 157 mm x 233 mm, Gewicht: 478 g

Learn how to optimize your social media strategy for sustainable, scalable and performance-led business growth. Social Media Strategy by Julie Atherton is a best-selling guide for senior marketing professionals who need to align social media investment with commercial outcomes and long-term brand value. As digital channels fragment and search behaviour increasingly shifts toward AI-powered tools and social platforms, many organizations struggle to translate activity into consistent results.

This book provides a clear, structured framework for planning, executing and measuring social media strategy in complex, multi-channel environments. It includes new insight into the role of social platforms such as Reddit as discovery engines, the strategic value of brand communities and the evolving skillsets required across modern marketing teams.

You'll learn how to: - Select and optimize channels across organic, paid and emerging platforms - Measure and interpret social media activity into actionable data insights - Build and manage diversified influencer and community ecosystems - Generate brand visibility across social and search platforms, including AI and Reddit - Acquire and develop skillsets needed across marketing teams

With practical frameworks, downloadable resources and real-world examples, Social Media Strategy gives senior leaders the clarity, confidence and structure needed to maximize social media's contribution to sustainable business growth.

Themes include: social media strategy, digital marketing leadership, AI and social search, influencer management, brand communities, performance measurement

Autoren/Hrsg.

Atherton, Julie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction – How to use this book;
  • Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;
  • Chapter - 02: Integrated customer engagement - How to ensure your social media strategy integrates across the customer journey with your wider marketing and business development;
  • Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;
  • Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;
  • Chapter - 05: Brand presence – How to maximize visibility and drive action and engagement through integrated content marketing on social media;
  • Chapter - 06: Campaigns and communities – A step-by-step guide to organic and paid social media channel selection for your objectives and audiences;
  • Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;
  • Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;
  • Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;
  • Chapter - 10: Thoughts on the future of social - what will happen next?

Über Autor(innen)

Atherton, Julie
<b>Julie Atherton</b>, based in Bristol, UK, founder of Small Wonder is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. Previous chair of the DMA Social Media Council, she is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.

Julie Atherton, MBA is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes at the University of Exeter and the University of Bath, and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.