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Strategic social media : from marketing to social change /
"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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
HOBOKEN :
JOHN WILEY,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Strategic Social Media; Contents; Introduction; Reference; Part 1 Social Media in Convergence; 1 Understanding Social Media and Social Behavior Change; Introduction; Bridging Communication Theories and Social Media Practitioners; Linear Communication Models to Modern Transactional Processes; Marketing and Behavior Change Theory; Case Study: Warby Parker; Summary; References; 2 Information Diffusion; Introduction; Diffusing Your Message; Web 1.0 to 2.0 Technology Structure; Social media; Mass media; Shift to Web 2.0; Transparency, Control and Public Relations; Create additional transparency.
- Transparency of your productPlanned and perceived obsolescence; Additional elements of brand transparency; Case Study: Shell Arctic Ready; Summary; References; 3 Establishing Community; Introduction; Community Development Theory; Behavior Change and the Power of Social Networks; Brand Authenticity; Case Study: Grey Poupon; Summary; References; 4 Mobilizing Your Audience; Introduction; Social Media Mobilization; The Power of User-Generated Content; Offline Advocacy; Case Study: Breast Cancer Meme; Summary; References; Part 2 Social Media Users and Messages; 5 Transforming Audiences into Users.
- IntroductionTransforming Passive Audiences to Empowered Users; Uses and gratifications theory; Social cognitive theory; Mood management theory; Selective exposure theory; Predicting Social Media Use and Audience Behavior; Social Media User Profile; Case Study: Weixin; Summary; References; 6 Active Within Structures; Introduction; Theory of Active Within Structures; The Role of Structure; Search; User profiles; Recommendation; Messaging/chat; Hyperlink; Catalog of content; Connection to groups/people; Recognizing Constrained Active Choices; Case Study: NBCs Social Olympics; Summary; References.
- 7 Best Practices for Social Media EngagementIntroduction; The Theory of Dialogic Communication; Online Engagement and Virtual Communities; The Dialogic Loop; Case Study: Second Life; Summary; References; 8 Mobile Marketing and Location-based Applications; Introduction; Mobile Digital Projections; Peer Influence and a Shared Social Journey; Generating Return Visits; Case Study: Renren; Summary; References; Part 3 Social Media Marketing and Business Models; 9 Reconsidering the Long Tail; Introduction; Power-Law Distribution; Theory of the Long Tail; Inbound Marketing.
- Spreadability of media contentContent blogging; Brand collaboration; Search engine optimization; Questioning the long tail; Case Study: Video on Demand; Summary; References; 10 Social Media Business Models; Introduction; Developing a Business Model; Value proposition; Customer segmentation; Competitive strategy; Marketing strategy; Revenue stream; Cost structure; Organizational development; Developing a Business Model Action Plan; The Return on Investment of Social Media; One Business Model Doesnt Fit All; Case Study: Xing; Summary; References; 11 Social Media Marketing Strategies.