SOCIAL MEDIA STRATEGY: A PRACTICAL GUIDE TO SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT

Book ID/图书代码： 07682019C00052

English Summary/英文概要： Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media’s contribution to the business.

Social Media Strategy delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. It also identifies the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this professional guide delivers a long-term solution for maximizing social media led business development.

Chinese Summary/中文概要： 社交媒体策略提供了一种简单、结构化的方式来创建有效的整合客户参与和社交媒体活动。组织经常谈论数字规划，但却很难知道应该投资于哪些渠道，如何将它们与内容营销活动相结合，或者无法开发出符合业务目标的可衡量的产出。这本书提供了一个清晰的路线图，有效的规划，释放和财务责任的社会媒体的贡献的业务。

社交媒体策略提供了实用的指导，如确定和瞄准受众群体、双向社区参与的方法、声誉管理、在正确的渠道上出现以及通过影响者推动行动。它还确定了审计、跟踪和衡量业务影响和客户参与度的相关工具和平台。本专业指南提供了示例模板、访谈和全球案例研究，包括国家地理、勒什、西南航空公司、梦想、穆姆斯内特等，为最大限度地实现以社交媒体为主导的业务发展提供长期解决方案。（WYL)

Awards/获奖情况：An essential read for anyone who wants to implement successful social media campaigns. Highly recommended.--Pete Markey, Chief Marketing Officer, TSB Bank

Successfully combines the theoretical and practical, balancing real-life cases and interviews with a pragmatic and practical approach. A strong read for anyone in the business.--Donald Lancaster, Director of Studies, Executive MBA Programme, University of Bath

Julie Atherton carefully unpacks the winning formula for effective social media marketing in this engaging, stimulating and thought-provoking key text.--Rob Angell, Associate Professor in Marketing Research, University of Southampton, and Co-founder, Angell Sloan Research, University of Southampton

This is much more than a social media ’how to’ book. By showing where social integrates with the full suite of marketing tools and channels, Julie has created a marketing handbook too.--Mark Runacus MBE, Chair DMA Board and Co-founder and Planning Partner, Wax/On

Social media marketing is now such a huge influence within the consumer’s choice of brands and customer engagement, that this book is an essential tool to understand it.--Lee Thomas, Course Leader Advertising Design, University of South Wales

About the Author/作者介绍： 朱莉•阿瑟顿是一位商业领袖、公共演说家、顾问和战略家，在与包括日产、ITV、德勤数码、阿索斯和圣约翰救护车等全球品牌打交道的30年，2018年获得IDM年度教育家称号，她在数字、品牌、社交媒体和内容营销方面培养营销专业人士和商业领袖。她也是一个经验丰富的受托人和非执行董事的一系列组织，包括IDM资格咨询委员会和布鲁内尔学生联合会。

Julie Atherton is a business leader, public speaker, consultant and strategist with 30 years’ experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. She is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：Rights sold Czech, Portuguese, Vietnamese

原文第一章内容：暂无

手稿：暂无

大纲：暂无