Strategic Social Media: From Marketing to Social C hange

Beschreibung

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

Autor*in

L. Meghan Mahoney

Themen in »Strategic Social Media: From Marketing to Social C hange«

Advertising Business & Management Communication & Media Studies Communication Research Methods Kommunikation u. Medienforschung Kommunikationswissenschaft Methoden der Kommunikationswissenschaft Öffentlichkeitsarbeit Öffentlichkeitsarbeit u. Werbung Public Relations & Advertising Werbung Wirtschaft u. Management

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