Social Media Marketing Management

This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing.

Preface
Chapter 1 - The Digital Age and Advent of Social Media
Introduction
The Digital Landscape
The Internet of Things (IoT)
The Advent of Social Media
Myths Surrounding Social Media Revolution
The Role of Social Media in Business Operations
Social Media Value Chain
Perspective and Organization of this Text
Conclusions
Chapter 2- Social Media and Marketing Management
Introduction
Review of the Social Media Space
Channels of Social Media
The Value of Social Media to Marketing
Defining Social Media Marketing
Core Marketing Concepts and Social Media
Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix
Social Media Value Chain and Marketing Management
Firm Orientation toward Social Media
Social Media Marketing Management Tasks
Conclusions
Chapter 3 - Strategic Marketing Planning and Social Media
Introduction
Marketing and Customer Value
The Nature of Social Media Marketing
Determining the Social Media Presence of the Firm
Defining the Firm's Social Media Objectives
Determining the Fit between Social Media Marketing Planning and the Overall Firm's Planning Framework
The Social Media Strategic Marketing Planning Process
Organizational Structure and Support for Social Media Marketing
Key Components of an Organizational Social Media Policy
Conclusions
Chapter 4 - Social Media Research and Consumer Insights
The Marketing Information System
Internal Sources
External Sources
Social Media Marketing Intelligence
Analyzing the Marketing Environment
Importance of Research to Social Media Marketers
The Social Media Research Process
Types of Data Used in Social Media Research
Qualitative Methods in Social Media Research
Applying Quantitative Methods to Social Media Research
Research Challenges on Social Media
Conclusions
Chapter 5 - Understanding Social Consumers
Introduction
Understanding Online Consumer Behavior
The Social Consumer Decision-Making Process
The Role of Digital Culture in Social Media Consumer Behavior
Key Psychological Processes of the Social Consumer
The Social Consumer Learning Process
Segmenting the Consumer in a Social Media Context
Understanding the Process of Social Media Consumer Targeting
The Importance of Social Media Consumer Targeting
Best Practices for Targeting Social Media Branded Posts
Conclusions
Chapter 6 - Analyzing the Social Communication Process
Introduction
The Basic Model of Communication
Social Media Marketing Communication and Meaning
Identifying the Target Social Media Audience
The Social Consumer Decision Journey
Cognitive Processing of Social Media Communications
Analyzing the Social Presence in the Communication Process
Conclusions
Chapter 7 - Social Networking Sites and Platforms
Introduction
Types of Social Media Platforms
Integrating the Various Social Media Platforms in Customer Interactions
Social Media Platforms and How they have Evolved in Developing Countries
Benefits of Marketing with Social Networks
B2C Marketers and Social Networks
B2B Marketing and Social Networks
Understanding how Social Networking Sites are Used in Marketing and Consumer Engagement
Social Media Platforms and Integrated Marketing Communications
Best Practices for Marketing with Social Media Platforms
Conclusions
Chapter 8 - Brand Engagement on Social Media
Introduction
Brand Engagement Practices
Social Media Brand Engagement
Engagement Entry Strategy: Passive vs Active
Principles for Success in Social Media Engagement
Effective Social Media Interaction
Strategic Tools for Managing Social Media Brand Engagement
Conclusions
Chapter 9 - Content Creation and Sharing
Introduction
Understanding Content Creation and Sharing Techniques
Blogging, Podcast, Webinar, and the Concept of Video Streaming
Messaging and Photo Sharing Sites
Marketing Benefits of this Type of Content
Successful Tips for Using the Respective Types of Content
Creative Approaches to Content Creation
Managing Contents and Sharing
Marketing with Podcasts, Blogs, Webinars, and Video Streaming
Content Sharing Capabilities of the Social Networking Sites
Using Blogs for Personal Branding
Conclusions
Chapter 10 - Content Marketing on Social Media
Introduction
Understanding Content Marketing
Channels of Social Publishing
Nature of Social Content Published
Characteristics of Perceived Content Quality and Value
The Role of Social Publishing in Social Media Marketing
Role of Discussion Boards, Social News and Social Bookmarking Sites in Content Promotion
Publishing and Distributing Articles
Integrating the Various Social Networking Sites for Content Marketing Effectiveness
Conclusions
Chapter 11 - Social Commerce
Introduction
The Evolution of Social Commerce
Difference Between Social Commerce and E-Commerce
Tools for Effective Social Commerce Site Creation
Managing the Marketing Mix in Social Commerce
Creating Effective Interactions with Social Consumers
Role of Ratings and Reviews in Providing Value to Customers and E-Retailers
Factors Influencing Social Shopping
Channels of Social Commerce
Addressing Social Security and Privacy Issues
Conclusions
Chapter 12 - Mobile Marketing on Social Networking Sites
Introduction
Growth of Mobile Connectivity and Device Use in Developing Economies
Challenges of Mobile Connectivity and Devise Use in Developing Economies
The Mobile Connectivity and Social Media
Mobilizing Your Brands
Designing Mobile Apps for Mobile Shopping
Buy Buttons and Location Identification on Social Networking Sites
Marketing Strategies: Mobile First, Audience First, and Omnichannel
Augmented Reality Marketing
Satisfying Customer Experience on Mobile Devices
Conclusions
Chapter 13 - Social and Ethical Aspects of Social Media Marketing
Introduction
Overview of Social and Ethical Concerns of Social Media Marketing
Criticisms of Social and Ethical Issues of Social Media Marketing
Social and Cultural Consequences
Social Effects of Social Media Marketing
Conclusions
Chapter 14 - Understanding Social Media Metrics
Introduction
Nature and Importance of Social Media Monitoring
Tracking Social Media Activities
Designing Metric Framework for Social Media Marketing
Choosing the Right Social Media Metrics: both Quantitative and Qualitative
Measuring the Return on Investment
Defining Key Performance Indicators
Using Data Analytics in Determining Social Media Marketing Effectiveness
Conclusions
Chapter 15 - Tools for Managing Social Media Marketing Efforts
Introduction
Understanding and Identifying Types of Social Media Marketing Tools
Choosing Social Media Marketing Tools for Specific Marketing Activities
Tools to Develop and Monitor Your Brands
Single Platform Tools
Multiple Platform Tools
Managing the Social Media Marketing Efforts Internally or Externally
Best Practices for Productivity and Successful Engagement Efforts
Conclusions