Strategic social media : from marketing to social change / L. Meghan Mahoney and Tang Tang.
By: Mahoney, L. Meghan [author.]
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Contributor(s): Tang, Tang (Writer on social media) [author.].
Chichester, West Sussex, UK : Wiley-Blackwell, ©2017Description: ix, 347 pages : illustrations ; 26 cm.Content type: text. ISBN: 9781119259190 (pbk).Subject(s): Social media -- Marketing | Social marketing | Internet marketing | Online social networks | User-generated contentDDC classification: 302.3/M27 Other classification: CAS | Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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College Library General Reference Section | CAS 302.3/M27 (Browse shelf) | Available | 84107 |
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| CAS 302.3/F77 Group dynamics, enhanced edition / | CAS 302.3/F85 Group dynamics and team interventions : | CAS 302.3/G91 Group dynamics. | CAS 302.3/M27 Strategic social media : | CAS 302.30285 M63 Protecting children online? : | CAS 302.346/Ap65 The art of conversation : | CAS 302.35/C26 Case studies in organizational communication : |
Includes bibliographical references and index.
Understanding social media and social behavior change -- Information diffusion - Establishing community -- Mobilizing your audience -- Transforming audiences into users -- Active within structures -- Best practices for social media engagement -- Mobile marketing and location-based applications -- Reconsidering the long tail -- Social media business models -- Social media marketing strategies -- Evaluating social media marketing -- Social media and health campaigns -- Social media and civic engagement -- Communication for development -- Social media and entertainment-education -- Integrating old with new -- Social media for social behavior change -- Arguing for a general framework for social media scholarship -- The future of social media.
This book provides an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. 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.
Text in English.
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