Mahoney, L. Meghan
Strategic Social Media: From Marketing to Social Change
- 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
Nyckelord: Social media; strategic social media; social media landscape; media and social change; social media marketing; information diffusion; social media tools; social capital; social identity; mobilization; new social relations; social connectivity; behavior change; popular participation; online engagement; location based applications; content sharing; business models; social media marketing; first movers; followers; brand management; audience analysis; social media contexts; cause marketing; social profit; health communication; social counseling; mass delivery, Public Relations & Advertising, Advertising, Communication Research Methods, Public Relations & Advertising, Advertising, Communication Research Methods
- Författare
- Mahoney, L. Meghan
- Tang, Tang
- Utgivare
- John Wiley and Sons, Inc.
- Utgivningsår
- 2016
- Språk
- en
- Utgåva
- 1
- Sidantal
- 368 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (ePUB)
- 9781118556900
- Tryckt ISBN
- 9781119259190