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Perspectives on Social Media Marketing

by: Agresta, Stephanie; Bough, B. Bonin; Miletsky, Jason I.

Perspectives on Social Media Marketing

by: Agresta, Stephanie; Bough, B. Bonin; Miletsky, Jason I.

ISBN 13:
9781435456525
ISBN 10:
1435456521
Format: Paperback
Copyright: 09/15/2010
Publisher: Cengage Learning PTR

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Summary

Perspectives on Social Media Marketing addresses 90 - 100 compelling and important issues that marketers deal with on a regular basis when it comes to social media. These issues include understanding what social media is, how it has changed the marketing landscape, ways to leverage it for reaching consumers, how to best measure the ROI of a social media campaign, and more. For each of these issues or topics, both authors provide their expert insight and feedback from their own unique perspective – one from the perspective of the marketing agency, the other from the perspective of the brand or marketer.

Really Understanding Social Media
How would you define social media
Why has social media had such a powerful impact
How has social media changed general marketing strategies
Does branding still matter
Has the definition of "brand" changed
Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only
How important is personal branding
Should companies allow executives or other employees develop personal brands as representatives if the company
Should traditional marketing efforts be relegated to the museum
How (if at all) has social media altered the consumer buying cycle
What are some of the popular misconceptions many marketers have about social media
Is social media an evolution of marketing, or an evolution of public relations
How has social media changed PR
Implementing a Strategy
What is the cost of entry for a social media marketing effort
Is it comparable to the cost of traditional marketing efforts such as TV and print
Is it possible to run a regional SM campaign, or is it impossible to contain
Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other
If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously
Are there any tools that are "must haves" for every social media marketing effort
Managing, Measuring, and Achieving Success
What accounts for success in a social media marketing campaign
How is social/ media measurement different from traditional marketing measurement
Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)
Once information is out on the social Web, it can be hard if not impossible to take back
What can you do in the event of a mistake
Are agencies necessary, or can brands handle social media campaigns on their own
Just for Fun
What will the Internet look like three years from now
Ten years from now
What would you consider to be the best social media campaign ever run
What would you consider to be the worst social media campaign ever run
Which companies (other than your own) really seem to "get it" when it comes to social media marketing
Which industry experts do you admire and why
Table of Contents provided by Publisher. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Perspectives on Social Media Marketing

Perspectives on Social Media Marketing

9781435456525

1435456521

Summary

Table of Contents

Supplemental Materials

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