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Columbia University Library

SUN YAT-SEN UNIVERSITY Library

UCB

Herding cats: a strategic approach to social media marketing

放养猫:社会化媒体营销的一个战略方针

Rohm, Andrew

Classification Codes : TP3

Language : ENG

Publication Information : Business Expert Press

Publish Year:2014

I  S  B  N :9781606498385

Grade :

Online Download
Contents
Product Details

This book is a concise, insightful, and actionable series of chapters that communicate strategic and timeless fundamentals to help organizations, companies, and brands develop and manage their social media marketing efforts.One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping pace with the latest social media platforms can seem like herding cats. Inside, the authors provide a timeless perspective on how to create, manage, and measure social media content to help you craft a more strategic approach to your social media efforts. They simplify the concept of branding and advertising (fueled by social media) so you can focus on fostering customer engagement; craft your organizations unique story; tell that story strategically via social media channels; organize, manage, monitor, and measure those efforts; identify key metrics and measure the performance through analytics; and understand the extent of change brought on by digital and social media related to how you engage your customers.