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Strategic social media: from marketing to social change

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Mahoney, L. Meghan Tang, Tang John Wiley & Sons Ltd (West Sussex, 2016) (eng) English 9781119370680 Unknown Unknown USER-GENERATED CONTENT; Includes bibliographical references and index; 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
Physical dimension
1 online resource (ix, 347 p.) Unknown Unknown
Summary / review / table of contents

Front Matter (Pages: i-ix)
CHAPTER 0 Introduction (Pages: 1-3)

Part I : Social Media in Convergence
CHAPTER 1 Understanding Social Media and Social Behavior Change (Pages: 5-22)
CHAPTER 2 Information Diffusion (Pages: 23-43)
CHAPTER 3 Establishing Community (Pages: 44-60)
CHAPTER 4 Mobilizing Your Audience (Pages: 61-77)

Part II : Social Media Users and Messages
CHAPTER 5 Transforming Audiences into Users (Pages: 79-98)
CHAPTER 6 Active Within Structures (Pages: 99-114)
CHAPTER 7 Best Practices for Social Media Engagement (Pages: 115-129)
CHAPTER 8 Mobile Marketing and Location‐based Applications (Pages: 130-143)

Part III : Social Media Marketing and Business Models
CHAPTER 9 Reconsidering the Long Tail (Pages: 145-160)
CHAPTER 10 Social Media Business Models (Pages: 161-179)
CHAPTER 11 Social Media Marketing Strategies (Pages: 180-195)
CHAPTER 12 Evaluating Social Media Marketing (Pages: 196-209)

Part IV : Marketing for Social Good
CHAPTER 13 Social Media and Health Campaigns (Pages: 211-229)
CHAPTER 14 Social Media and Civic Engagement (Pages: 230-246)
CHAPTER 15 Communication for Development (Pages: 247-263)
CHAPTER 16 Social Media and Entertainment‐Education (Pages: 264-278)

Part V : Social Media for Social and Behavior Change
CHAPTER 17 Integrating Old with New (Pages: 279-296)
CHAPTER 18 Social Media for Social Behavior Change (Pages: 297-311)
CHAPTER 19 Arguing for a General Framework for Social Media Scholarship (Pages: 312-325)
CHAPTER 20 The Future of Social Media (Pages: 326-341)

Index (Pages: 343-347)

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Access no. Call number Location Status
01152/19 302.3 Mah S Online Available