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Strategic social media : from marketing to social change

Author: L Meghan Mahoney; Tang Tang, (Writer on social media)
Publisher: Chichester, United Kingdom : Wiley-Blackwell, 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Mahoney, L. Meghan.
Strategic social media.
Malden, Massachusetts : Wiley Blackwell, 2017
(OCoLC)972907512
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: L Meghan Mahoney; Tang Tang, (Writer on social media)
ISBN: 9781119370680 111937068X 1118556941 9781118556948 9781118556900 1118556909
OCLC Number: 959428523
Description: 1 online resource (ix, 347 pages) : illustrations (chiefly color)
Contents: Part 1: Social media in convergence --
Understanding social media and social behavior change --
Information diffusion --
Establishing community --
Mobilizing your audience --
Part 2: Social media users and messages --
Transforming audiences into users --
Active within structures --
Best practices for social media engagement --
Mobile marketing and location-based applications --
Part 3: Social media marketing and business models --
Reconsidering the long tail --
Social media business models --
Social media marketing strategies --
Evaluating social media marketing --
Part 4: Marketing for social good --
Social media and health campaigns --
Social media and civic engagement --
Communication for development --
Social media and entertainment-education --
Part 5: Social media for social and behavior change --
Integrating old with new --
Social media for social behavior change --
Arguing for a general framework for social media scholarship --
The future of social media.
Responsibility: L. Meghan Mahoney and Tang Tang.

Abstract:

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  Read more...

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