Social Media Marketing Management : How to Penetrate Emerging Markets and Expand Your Customer Base (Hardcover)

Preface Chapter 1 ? The Digital Age and Advent of Social Media ? Introduction ? The Digital Landscape ? The Internet of Things (IoT) ? The Advent of Social Media ? Myths Surrounding Social Media Revolution ? The Role of Social Media in Business Operations ? Social Media Value Chain ? Perspective and Organization of this Text ? Conclusions Chapter 2- Social Media and Marketing Management ? Introduction ? Review of the Social Media Space ? Channels of Social Media ? The Value of Social Media to Marketing ? Defining Social Media Marketing ? Core Marketing Concepts and Social Media ? Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix ? Social Media Value Chain and Marketing Management ? Firm Orientation toward Social Media ? Social Media Marketing Management Tasks ? Conclusions Chapter 3 - Strategic Marketing Planning and Social Media ? Introduction ? Marketing and Customer Value ? The Nature of Social Media Marketing ? Determining the Social Media Presence of the Firm ? Defining the Firm’s Social Media Objectives ? Determining the Fit between Social Media Marketing Planning and the Overall Firm’s Planning Framework ? The Social Media Strategic Marketing Planning Process ? Organizational Structure and Support for Social Media Marketing ? Key Components of an Organizational Social Media Policy ? Conclusions Chapter 4 ? Social Media Research and Consumer Insights ? The Marketing Information System ? Internal Sources ? External Sources ? Social Media Marketing Intelligence ? Analyzing the Marketing Environment ? Importance of Research to Social Media Marketers ? The Social Media Research Process ? Types of Data Used in Social Media Research ? Qualitative Methods in Social Media Research ? Applying Quantitative Methods to Social Media Research ? Research Challenges on Social Media ? Conclusions Chapter 5 ? Understanding Social Consumers ? Introduction ? Understanding Online Consumer Behavior ? The Social Consumer Decision-Making Process ? The Role of Digital Culture in Social Media Consumer Behavior ? Key Psychological Processes of the Social Consumer ? The Social Consumer Learning Process ? Segmenting the Consumer in a Social Media Context ? Understanding the Process of Social Media Consumer Targeting ? The Importance of Social Media Consumer Targeting ? Best Practices for Targeting Social Media Branded Posts ? Conclusions Chapter 6 ? Analyzing the Social Communication Process ? Introduction ? The Basic Model of Communication ? Social Media Marketing Communication and Meaning ? Identifying the Target Social Media Audience ? The Social Consumer Decision Journey ? Cognitive Processing of Social Media Communications ? Analyzing the Social Presence in the Communication Process ? Conclusions Chapter 7 ? Social Networking Sites and Platforms ? Introduction ? Types of Social Media Platforms ? Integrating the Various Social Media Platforms in Customer Interactions ? Social Media Platforms and How they have Evolved in Developing Countries ? Benefits of Marketing with Social Networks ? B2C Marketers and Social Networks ? B2B Marketing and Social Networks ? Understanding how Social Networking Sites are Used in Marketing and Consumer Engagement ? Social Media Platforms and Integrated Marketing Communications ? Best Practices for Marketing with Social Media Platforms ? Conclusions Chapter 8 ? Brand Engagement on Social Media ? Introduction ? Brand Engagement Practices ? Social Media Brand Engagement ? Engagement Entry Strategy: Passive vs Active ? Principles for Success in Social Media Engagement ? Effective Social Media Interaction ? Strategic Tools for Managing Social Media Brand Engagement ? Conclusions Chapter 9 ? Content Creation and Sharing ? Introduction ? Understanding Content Creation and Sharing Techniques ? Blogging, Podcast, Webinar, and the Concept of Video Streaming ? Messaging and Photo Sharing Sites ? Marketing Benefits of this Type of Content ? Successful Tips for Using the Respective Types of Content ? Creative Approaches to Content Creation ? Managing Contents and Sharing ? Marketing with Podcasts, Blogs, Webinars, and Video Streaming ? Content Sharing Capabilities of the Social Networking Sites ? Using Blogs for Personal Branding ? Conclusions Chapter 10 ? Content Marketing on Social Media ? Introduction ? Understanding Content Marketing ? Channels of Social Publishing ? Nature of Social Content Published ? Characteristics of Perceived Content Quality and Value ? The Role of Social Publishing in Social Media Marketing ? Role of Discussion Boards, Social News and Social Bookmarking Sites in Content Promotion ? Publishing and Distributing Articles ? Integrating the Various Social Networking Sites for Content Marketing Effectiveness ? Conclusions Chapter 11 ? Social Commerce ? Introduction ? The Evolution of Social Commerce ? Difference Between Social Commerce and E-Commerce ? Tools for Effective Social Commerce Site Creation ? Managing the Marketing Mix in Social Commerce ? Creating Effective Interactions with Social Consumers ? Role of Ratings and Reviews in Providing Value to Customers and E-Retailers ? Factors Influencing Social Shopping ? Channels of Social Commerce ? Addressing Social Security and Privacy Issues ? Conclusions Chapter 12 ? Mobile Marketing on Social Networking Sites ? Introduction ? Growth of Mobile Connectivity and Device Use in Developing Economies ? Challenges of Mobile Connectivity and Devise Use in Developing Economies ? The Mobile Connectivity and Social Media ? Mobilizing Your Brands ? Designing Mobile Apps for Mobile Shopping ? Buy Buttons and Location Identification on Social Networking Sites ? Marketing Strategies: Mobile First, Audience First, and Omnichannel ? Augmented Reality Marketing ? Satisfying Customer Experience on Mobile Devices ? Conclusions Chapter 13 ? Social and Ethical Aspects of Social Media Marketing ? Introduction ? Overview of Social and Ethical Concerns of Social Media Marketing ? Criticisms of Social and Ethical Issues of Social Media Marketing ? Social and Cultural Consequences ? Social Effects of Social Media Marketing ? Conclusions Chapter 14 ? Understanding Social Media Metrics ? Introduction ? Nature and Importance of Social Media Monitoring ? Tracking Social Media Activities ? Designing Metric Framework for Social Media Marketing ? Choosing the Right Social Media Metrics: both Quantitative and Qualitative ? Measuring the Return on Investment ? Defining Key Performance Indicators ? Using Data Analytics in Determining Social Media Marketing Effectiveness ? Conclusions Chapter 15 ? Tools for Managing Social Media Marketing Efforts ? Introduction ? Understanding and Identifying Types of Social Media Marketing Tools ? Choosing Social Media Marketing Tools for Specific Marketing Activities ? Tools to Develop and Monitor Your Brands ? Single Platform Tools ? Multiple Platform Tools ? Managing the Social Media Marketing Efforts Internally or Externally ? Best Practices for Productivity and Successful Engagement Efforts ? Conclusions