Social Media Marketing,
3rd Edition

Debra Zahay, Mary Lou Roberts, Janna Parker, Donald I. Barker, Melissa Barker

ISBN-13: 9780357516188
Copyright 2023 | Published
352 pages | List Price: USD $187.95

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization’s overall integrated marketing communication approach.


1. The Role and Importance of SMM.
2. Goals and Strategies.
3. Identifying Target Audiences.
4. Rules of Engagement for Social Media Marketing and Social Media Governance.
5. Social Media Platforms and Social Networking Sites.
6. Paid Social and Influencers
7. Content Creation and Sharing: Blogs, podcasts, and webinars.
8. Visual Storytelling
9. Content Marketing: Publishing Articles, White Papers and E-books
10. Virtual Communities
11. Mobile Marketing on Social Networks.
12. Social Media Monitoring and Management.
13. Managing and Staffing the Organization for Social Media Marketing.
14. Social Media Marketing Plan
Appendix: Sample SMM Plan Caffe Daily

  • 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.

  • Janna Parker

    Janna Parker is an assistant professor in the department of marketing at James Madison University in Harrisonburg, Virginia. She teaches within the digital marketing concentration. Her D.B.A. in marketing is from Louisiana Tech University. In addition to co-authoring this text, Dr. Parker has published in several marketing journals and has addressed social media within the Journal of Business Research. She serves as vice president of engagement for the Academy of Marketing Science, where she oversees the Academy's teaching certificate programs. She is also one of the developers of the Teaching Digital Marketing Certificate, along with Dr. Zahay. In addition, Dr. Parker serves on the editorial review board for the Journal of Marketing Education.

  • 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:

  • 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:

  • STRENGTHENED, EXPANDED FOCUS EXAMINES THE LATEST CONSUMER BEHAVIOR CONCEPTS. Students study concepts such as how to identify with virtual communities and use brand archetypes for storytelling. In addition to visual storytelling, more in-depth coverage explores content marketing as part of an effective social media strategy. New chapters highlight managing and staffing the digital marketing organization as well as working with paid advertising and social media influencers.

  • CAPSTONE CHAPTER AND APPENDIX DRAW UPON ALL KEY INFORMATION PRESENTED THROUGHOUT THIS EDITION. This edition's final 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. This expanded social media plan now incorporates important branding strategies that fit within an organization’s overall integrated marketing communication plan.

  • PROVEN FRAMEWORK OFFERS A COMPREHENSIVE EIGHT-STEP STRATEGY FOR DEVELOPING A WINNING SOCIAL MEDIA MARKETING PLAN. Student learns how to examine and listen to today's social web to identify marketing opportunities and potential target audiences. They also learn to set effective marketing goals and develop strategies for success that consider the optimal social media tools. Students also master the skills to execute, monitor and fine-tune social media marketing campaigns for ideal results.

  • THE 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 today's conceptual and practical knowledge necessary to implement effective social media marketing initiatives.

  • NUMEROUS CONTEMPORARY EXAMPLES HIGHLIGHT SUCCESSFUL SOCIAL MEDIA MARKETING AT WORK TODAY. 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 been proven effective across today's most popular social media platforms. Students examine marketing strategies at work in blogs, social networks, video and photo sharing sites, microblogs (Twitter), podcasts, social news sites, online communities and article directories.

  • BEST PRACTICES FOR PERSONAL BRANDING EQUIP STUDENTS FOR PROFESSIONAL SUCCESS. All relevant chapters include best practices for personal branding to help students jumpstart their careers and their job searches. Students gain insights into both creating and maintaining a personal, professional brand as they learn to maximize their LinkedIn profiles and effective use resources within Twitter, Instagram and other platforms for success.

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 Zahay/Roberts/Parker/Barker/Barker's Social Media Marketing: A Strategic Approach

Cengage Testing, powered by Cognero® for Zahay/Roberts/Parker/Barker/Barker's Social Media Marketing: A Strategic Approach, Instant Access

Instructor's Companion Website for Zahay/Roberts/Parker/Barker/Barker's Social Media Marketing: A Strategic Approach

Cengage eBook: Social Media Marketing 12 Months