Social Media Marketing: A Strategic Approach,
2nd Edition

Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou Roberts

ISBN-13: 9781305502758 | ISBN-10: 1305502752

Copyright 2017

| Published 2016

| 400 pages

List Price USD $149.95


Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions also address a full range of online and offline elements you can use to create a viable personal branding strategy. You learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition summarizes many of today’s best practices for marketing activities on social media platforms to assist you in functioning most effectively and dealing with the rapid change that is a hallmark of social media.

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Meet the Authors

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Melissa S. Barker is a digital marketing consultant and public speaker, currently working with Jive Software, Puppet Labs, and Gates NextGen Open Source Courseware Grant. She has coauthored five textbooks, including the best-selling Internet Research Illustrated. In 2010, she created the first accredited social media marketing certificate in Washington State. She teaches search and social media marketing, as well as other related courses at Spokane Falls Community College. Melissa holds a B.A. in public relations and advertising from Gonzaga University, and an M.B.A. from Willamette University (expected in 2016). She has held key roles in digital marketing management at Siber Systems, Own Point of Sale, Integra Telecom, Jive Software, and Oregon Public Broadcasting. Melissa has become a recognized authority on LinkedIn, and a sought-after speaker at conferences, such as InnoTech and ITEXPO. For more information, visit: www.linkedin.com/in/melissasbarker.

Donald I. Barker has authored, coauthored, and contributed to 40 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. Mr. Barker holds an M.B.A. from Eastern Washington University. 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 several Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote popular columns for the magazine and BotSpot.com. For more information about Mr. Barker, visit: www.linkedin.com/in/donaldibarker.

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 is a Full Professor of Marketing and Department Chair of Marketing and Entrepreneurship at St. Edward’s University in Austin, Texas, where she has overseen the inclusion of digital marketing and analytics in the undergraduate curriculum. She holds her doctorate in marketing from the University of Illinois, Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. She has published extensively in marketing journals in the United States and Europe. She has served as a vice president on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Marketing EDGE organization and the editorial board of the Journal of Marketing Analytics as well as that of Industrial Marketing Management. She has been the Editor-in-Chief of the Journal of Research in Interactive Marketing since 2012, guiding the explosive growth in influence of that journal.

Mary Lou Roberts is Professor Emeritus of Management and Marketing at the University of Massachusetts Boston. She taught in the marketing area there for over 20 years. Her Ph.D. in marketing is from the University of Michigan. She is the senior author of Direct Marketing Management, second edition and a co-author of Social Media Marketing: A Strategic Approach, second edition. She has 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 has been an active member of many professional organizations and has served on a number of their boards including the local and national boards of the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census.

  • 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.
  • 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
  • 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
  • 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.

Table of Contents

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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.

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.

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Instructor's Companion Website for Barker/Barker/Bormann/Neher's Social Media Marketing: A Strategic Approach

Find everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download PowerPoint® presentations, images, a new Instructor’s Manual, videos, and more. The Instructor’s Manual contains detailed assignment samples that make the marketing plan into a robust semester-long project or shorter segments, based on time available and your preference, as instructor.

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Social Media Marketing

  • ISBN-10: 1305502752
  • ISBN-13: 9781305502758

Price USD$ 149.95

eBook: Social Media Marketing 12Months

  • ISBN-10: 8000007479
  • ISBN-13: 9788000007472

Price USD$ 60.99


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