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Online Public Access Catalogue

题名/责任者:

Social media strategy : a practical guide to social media marketing and customer engagement / Julie Atherton.

版本说明:

Second edition.

出版发行项:

London ; New York, NY : Kogan Page, 2023.

ISBN:

9781398609990

ISBN:

9781398610019

载体形态项:

xviii, 273 pages : illustrations (black and white) ; 24 cm

个人责任者:

Atherton, Julie (Business strategist), author.

论题主题:

Internet marketing.

论题主题:

Marketing channels.

论题主题:

Social media.

中图法分类号:

F713.365.2

书目附注:

Includes bibliographical references and index.

摘要附注:

"Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments. Social Media Strategy contains the latest insights on influencer marketing, new channel explosion and diversification, privacy and behaviour, strategy development and new case studies and interviews. This second edition demonstrates how to design, activate and measure a clear social media strategy which is directly accountable to your wider business objectives. Providing a simple, structured way to create integrated customer engagement and social media campaigns that work, Social Media Strategy delivers practical guidance on key areas, such as identifying and targeting audience segments, a simple ABC (audience, brand, campaign) model, methods of two-way community engagement, reputation management, being present on the right channel, brand purpose, and identifying the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this bestselling guide delivers a long-term solution for maximizing social media led business development for any business"--

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