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Gale business insights handbook of social media marketing

Publisher: Detroit : Gale/ Cengage Learning, [2013]
Series: Gale business insights
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Document Type: Book
ISBN: 9781414499314 1414499310
OCLC Number: 809411617
Description: xiv, 431 pages : illustrations ; 24 cm.
Contents: Building a case for social media --
Understanding social media and its effects --
Benefits of social media --
Creating a congruent social media marketing philosophy --
Creating a social media marketing strategy --
Representation of the brand --
Preparing for a long-term social media campaign --
Managing your social media campaign --
Benefits of social media teams --
Market segmentation --
Choosing the right media for your social media campaign --
Internal social media interfaces --
Preparing for paradigm shifts --
Diminishing returns of social media --
Consistency among all social media outlets --
Taking advantage of interactivity --
Increasing online discoverability --
Building a relationship --
Social media marketing strategies --
Diversification of social media content strategy --
Keeping up with the competition --
Developing brand loyalty through social media communication --
Transparency of social media marketing --
Updating social media efforts --
Sentiment analysis --
Measuring social media efforts --
Convergence of marketing, data, and technology --
Legal challenges with social media --
Marketing to a global segment --
Protecting the brand.
Series Title: Gale business insights
Responsibility: Miranda Herbert Ferrara, Project Editor.

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