Social Media Strategy

Julie Atherton, MBA, based in Bristol, UK, is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.

Chapter - 00: Introduction – How to use this book;
Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;
Chapter - 02: Integrated customer engagement – How to ensure your social media strategy is integrated into your wider marketing and business development;
Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;
Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;
Chapter - 05: Brand presence – How to drive action and engagement through integrated content marketing on social media;
Chapter - 06: Campaigns – A quick step guide to organic and paid social media channel selection for your objectives and audiences;
Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;
Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;
Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;
Chapter - 10: Thoughts on the future of social – What will happen next?;