Melissa Barker

Donald I. Barker

Nicholas F. Bormann

Debra Zahay

Today’s readers can prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions address a full range of online and offline elements for creating a viable personal branding strategy. Readers learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition highlights many of today’s best practices for marketing on social media platforms to assist readers in functioning most effectively and dealing with the rapid change that is a hallmark of social media. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Social Media Marketing: A Strategic Approach

Don Barker

Chia-Ling H. Barker

As part of the Illustrated Series, this text offers a quick visual way to learn how to create and enhance a basic Web pages using Microsoft FrontPage 2000.

Microsoft FrontPage 2000

This text provides students with an affordable, highly-visual introduction to publishing on the Web featuring Netscape Navigator Gold software. Graphics and step-by-step instructions teach basic concepts and essential skills.

Featuring Netscape Navigator Gold 3 Software - Illustrated Brief Edition

Publishing on the Web

Robert Schroeder

Illustrated Basic Course Guide

Internet Research

Krista E. Neher

Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Mary Lou Roberts

Janna Parker

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization’s overall integrated marketing communication approach. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Donald I. Barker

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