Social Media Marketing,
2nd Edition

1. The Role and Importance of SMM.
2. Goals and Strategies.
3. Identifying Target Audiences.
4. Rules of Engagement for Social Media Marketing.
5. Social Media Platforms and Social Networking Sites.
6. Micro blogging.
7. Content Creation and Sharing Blogging, streaming video, podcasts, and webinars.
8. Video Marketing.
9. Marketing on Photo Sharing Sites.
10. Social bookmarking and news aggregation, collaboration.
11. Content Marketing: Publishing Articles, White Papers, and E-books.
12. Mobile Marketing on Social Networks.
13. Social Media Monitoring.
14. Tools for Managing the SMM Effort.
15. SMM Plan.
Appendix: Sample SMM Plan XYZ Coffee.

• Melissa Barker

  Melissa S. Barker is a digital marketing consultant, international keynote speaker, and founder of Strategy Now LLC. She has been helping businesses with social media strategy for over a decade. Melissa specializes in working with technology companies, notable clients include Palo Alto Networks, Mineral, StackPulse, Hubb, Act-On Software, Jive Software, Allstream, Instore, and Siber Systems. She has co-authored six leading-edge textbooks. She created the first accredited social media marketing certificate in Washington State. In addition, Melissa developed and teaches the Social Media Master Certification™ to help small business owners and the next generation of marketers.. She has been a speaker at ITEXPO, Digital Summit, Innotech Oregon, and interviewed on television and podcasts. Melissa holds an M.B.A. from the Atkinson Graduate School of Management and a B.A. in public relations from Gonzaga University. For more information about Melissa, visit: www.melissabarker.com.

• Donald I. Barker

  Donald I. Barker has authored, coauthored, and contributed to 41 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. He holds an M.B.A. from Eastern Washington University, with an emphasis in marketing research. As an assistant professor of information systems at Gonzaga University, he was honored with the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference. He also received numerous Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote a popular column for the magazine. For more information about the author, visit: www.donbarker.com.

• Nicholas F. Bormann

  Nicholas F. Bormann holds a Ph.D. in economics at George Mason University). He received his undergraduate education at Gonzaga University, graduating with a B.S. in economics and a B.A. in political science, with a concentration in women’s/gender studies. Dr. Bormann is a two-time recipient of the Albert Mann Award for intercollegiate policy debate and qualified for the National Debate Tournament four times, advancing to elimination rounds twice. A member of Omicron Delta Epsilon, the economics honor society, his 2010 paper on the effect of state minimum wage laws on unemployment was presented at the Spokane Intercollegiate Research Conference. For more information about Dr. Bormann, visit: www.linkedin.com/in/nfbormann.

• Debra Zahay

  Debra Zahay is a full professor of marketing and director of the digital marketing and analytics master of science degree program at St. Edward’s University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. She holds her Ph.D. in marketing from the University of Illinois. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information effectively. She has published extensively in marketing journals throughout the United States and Europe. She has served as a vice president on the executive board of the Chicago American Marketing Association. She has also served on the board of the Marketing EDGE organization, the editorial board of the Journal of Marketing Analytics and the board for Industrial Marketing Management. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, guiding the explosive growth and expanding influence of that journal.

• Mary Lou Roberts

  Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston. She taught marketing and related course for more than 20 years. She earned her Ph.D. in marketing from the University of Michigan. She served as senior author of DIRECT MARKETING MANAGEMENT as well as co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, her article "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

• IMPROVED CONCEPTUAL FRAMEWORKS STRENGTHEN THIS EDITION’S APPROACH. This edition offers enhanced conceptual frameworks that present a proven eight-step strategy for developing a winning social media marketing plan. In addition, new frameworks further structure the book’s successful teaching and learning approaches.

• NEW SOCIAL MEDIA CAMPAIGN EXAMPLES EMPHASIZE THE PRACTICALITY OF WHAT STUDENTS ARE LEARNING. Numerous timely and relevant examples are woven into each chapter to illustrate the book’s concepts in action.

• NEW CHAPTER ADDRESSES A MULTITUDE OF TODAY’S SOCIAL MEDIA MARKETING TOOLS. You and your students examine a wealth of contemporary social media marketing tools that are potentially useful in your course itself. Students clearly see, first-hand, the many ways in which the complexity of social media marketing can be managed.

• NEW INSTRUCTORS’ MANUAL PROVIDES SUPPORT FOR ENGAGING STUDENT ACTIVITIES. This helpful resource provides details for meaningful course projects and activities, including developing social media marketing plans and other relevant projects. It also offer helpful suggestions to integrate the development of a personal brand into course activities and projects.

• UNPRECEDENTED ONLINE SUPPORT KEEPS YOUR COURSE UP TO DATE. Numerous, timely online tools as well as useful resources reflect the latest developments in the field to help you prepare your course and keep your course content relevant and engaging.

• EACH CHAPTER IS ORGANIZED AROUND NEW, STRENGTHENED CONCEPTUAL FRAMEWORKS. These proven, refined conceptual frameworks help you make sense of today’s complex and rapidly-changing world of social media marketing. Numerous examples of actual social media campaigns transform the concepts you are learning into useful, practical approaches that you can use to develop successful campaigns of your own.

• NEW EMPHASIS HIGHLIGHTS TODAY’S BEST PRACTICES IN SOCIAL MEDIA MARKETING. The authors summarize today’s most important tools and techniques in each aspect of social media marketing as they focus on best practices.

• NEW CHAPTER CONTENT GUIDES YOU IN DEVELOPING A PERSONAL BRAND. You create your own personal brand, based on the understanding that everyone today has an online presence. The question is whether that presence translates into a personal brand that will enhance and progress your career. This text presents a tested approach to the development of a personal brand and connects you with the tips and suggestions from recognized authorities in the field.

• MAJOR STRUCTURAL FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to listen to the social web to identify marketing opportunities and potential target audiences. They then learn how to set marketing goals and strategies to take advantage of these factors, as well as select the optimal social media tools and implement tactics to execute, monitor, and tune social media marketing campaigns for success

• SOCIAL MEDIA PLANNING MODEL CREATES A POWERFUL CUMULATIVE LEARNING EXPERIENCE. Each step in the book’s distinctive social media planning model is presented in a way that provides a richly textured overview of the conceptual and practical knowledge necessary to effectively implement social media marketing initiatives.

• NUMEROUS EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING INITIATIVES. This edition features the social media efforts of forward-thinking Fortune 500 companies, innovative small businesses, and adaptive non-profit organizations

• BEST PRACTICES PROVIDE GUDIANCE FOR MARKETING ON SOCIAL MEDIA PLATFORMS. Each chapter concludes with a list of marketing tactics that have proven effective for the major types of social media platforms, such as blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities, and article directories.

• FINAL CHAPTER AND APPENDIX DRAW ON ALL KEY INFORMATION PRESENTED THROUGHOUT THE BOOK. This capstone chapter provides detailed explanations and illustrations of how to apply the eight-step social media planning model as students construct an extensive, real-world social media marketing plan.

• MAJOR STRUCTURAL FRAMEWORK FOR THE TEXTBOOK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. You learns how to listen to the social web to identify marketing opportunities and potential target audiences. You then learn how to set marketing goals and strategies to take advantage of these factors, as well as select the optimal social media tools and implement tactics to execute, monitor, and tune social media marketing campaigns for success.

• SOCIAL MEDIA PLANNING MODEL CREATES A POWERFUL CUMULATIVE LEARNING EXPERIENCE. Each step in the book’s distinctive social media planning model is presented in a way that provides a richly textured overview of the conceptual and practical knowledge necessary to effectively implement social media marketing initiatives.

• NUMEROUS LANDMARK CASE STUDIES HIGHLIGHT THE BEST PRACTICES IN SOCIAL MEDIA MARKETING. This edition’s cases feature forward-thinking Fortune 500 companies, innovative small businesses, and adaptive non-profit organizations.

• EXERCISES REINFORCE KEY CONCEPTS AND OFFER TOPICS TO DISCUSS IN CLASS. Each chapter concludes with meaningful exercises that emphasize how to apply marketing tactics to the major types of social media platforms, such as blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities, and article directories.

• FINAL CHAPTER AND APPENDIX DRAW ON ALL KEY INFORMATION PRESENTED THROUGHOUT THE BOOK. This capstone chapter provides detailed explanations and illustrations of how to apply the eight-step social media planning model as you construct an extensive, real-world social media marketing plan.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

Cengage Testing, powered by Cognero® for Barker/Barker/Bormann/Zahay/Roberts' Social Media Marketing: A Strategic Approach
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Cengage Testing, powered by Cognero® for Barker/Barker/Bormann/Zahay/Roberts' Social Media Marketing: A Strategic Approach, Instant Access
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Instructor's Companion Website for Barker/Barker/Bormann/Neher's Social Media Marketing: A Strategic Approach
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VitalSource eBook: Social Media Marketing 12 Months
9788000007472