Social Media Strategy

This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout complement new sections on AI and Web3 and a full suite of online ancillaries.

Introduction
PART I: An Overview of Social Media
1: The Scale and Scope of Social Media
2: Shifting Influences and the Decline of Push Marketing
3: Point of View from Control to Engagement
PART II: A Strategic Process for Social Media
4: A Foundation for Social Media Strategy
5: Customer Experience and Customer Engagement
6: Cross-Discipline Integration through Social Media
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks and Messaging
8: Microblogging and Blogs
9: Media Sharing and Ratings and Reviews
10: Social Bookmarking and Social Knowledge
PART IV: Integrating Social Media Across Organizations
11: Social Media Insights and Crowdsourcing
12: Social Care and Social Selling
PART V: Pulling It All Together
13: Social Media Marketing Plan
14: Social Media Law, Ethics, and Etiquette
Appendix: Additional Social Media Considerations and Resources
Glossary