**Winner of the TAA 2017 Textbook Excellence Award**
“
Social Media Marketing
deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users. "—
TAA Judges Panel
was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights.
The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include:
1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)
This
Second Edition
contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.
The textbook also provides a
free companion website
that offers valuable additional resources for both instructors and students. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm