Social Media Strategy
Kogan Page Ltd (Verlag)
978-0-7494-9707-1 (ISBN)
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Create a long-term customer engagement strategy using effective social media campaigns that enhance ROI across channels, using guidance and examples from National Geographic, Lush, Dreams and more.
Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business.
Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work, delivering practical guidance on key areas, such as:
-Identifying and targeting audience segments
-Methods of two-way community engagement
-Reputation management
-Being present on the right channels
-Driving action through influencers
-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 professional guide delivers a long-term solution for maximizing social media led business development for any business.
Julie Atherton 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. 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.
Chapter - 01: The role of social media in business, marketing and customer expectations;
Chapter - 02: Integrated customer engagement – Understanding how and why your social media strategy will enhance your PR and strategic business development;
Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives, PR and marketing campaigns;
Chapter - 04: The power of social listening – How to profile your audience and customer insights for a global social media strategy;
Chapter - 05: A quick-step guide to channel selection, digital integration, niche social and being present on the relevant channels;
Chapter - 06: How to drive action and engagement through integrated content marketing on social media;
Chapter - 07: Customer or celebrity? Identifying and attracting the right influencers to advocate your brand;
Chapter - 08: Examples, tools and templates – What does a great social media strategy look like?;
Chapter - 09: Measuring and benchmarking success – How and when do you know your social media strategy is working?;
Chapter - 10: Crisis and reputation management for social media – A clear guide for the unpredictable
| Erscheinungsdatum | 08.01.2019 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 155 x 234 mm |
| Gewicht | 425 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-9707-6 / 0749497076 |
| ISBN-13 | 978-0-7494-9707-1 / 9780749497071 |
| Zustand | Neuware |
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