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Strategic social media : From marketing to social change

by Mahoney, L. Meghan [Mahoney, L. Meghan, author.]; [Tang, Tang |c (Writer on social media)].
Material type: materialTypeLabelBookPublisher: Chichester, West Sussex, UK : Wiley-Blackwel 2017Description: ix, 347 pages : illustrations 26 cm.ISBN: 9781119259190 1119259193 9781118556849 1118556844.Subject(s):
Contents:
Understanding social media and social behavior change -- Information diffusion - Establishing community -- Mobilizing your audience -- Transforming audiences into users -- Active within structures -- Best practices for social media engagement -- Mobile marketing and location-based applications -- Reconsidering the long tail -- Social media business models -- Social media marketing strategies -- Evaluating social media marketing -- Social media and health campaigns -- Social media and civic engagement -- Communication for development -- Social media and entertainment-education -- Integrating old with new -- Social media for social behavior change -- Arguing for a general framework for social media scholarship -- The future of social media.
Summary: This book provides an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
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HM742. M328 2017 (Browse shelf) Available
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HM 586 .M33 2007 Sociology / HM 665 .T87 2002 The culture of morality HM 73 .L35 1990 Sociology of postmodernism / HM742. M328 2017 Strategic social media : HM 756 .D78 2003 A functioning society : HM 786 .G74 2008 Organizations : HM 846 .F74 2005 The world is flat :

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Includes bibliographical references and index

Understanding social media and social behavior change -- Information diffusion - Establishing community -- Mobilizing your audience -- Transforming audiences into users -- Active within structures -- Best practices for social media engagement -- Mobile marketing and location-based applications -- Reconsidering the long tail -- Social media business models -- Social media marketing strategies -- Evaluating social media marketing -- Social media and health campaigns -- Social media and civic engagement -- Communication for development -- Social media and entertainment-education -- Integrating old with new -- Social media for social behavior change -- Arguing for a general framework for social media scholarship -- The future of social media.

This book provides an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.

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