000 04455nam a2200625 i 4500
001 10899234
003 CaPaEBR
005 20241023114834.0
006 m eo d
007 cr cn |||m|||a
008 140804s2014 nyu foab 001 0 eng d
020 _a9781606498392
_qe-book
035 _a(OCoLC)883661620
035 _a(CaBNVSL)swl00403667
040 _aCaBNVSL
_beng
_erda
_cCaBNVSL
_dCaBNVSL
050 4 _aHF6146.I58
100 1 _aRohm, Andrew.,
_eauthor.
245 1 0 _aHerding cats :
_ba strategic approach to social media marketing /
_cAndrew Rohm and Michael Weiss.
250 _aFirst edition.
264 1 _aNew York, New York (222 East 46th Street, New York, NY 10017) :
_bBusiness Expert Press,
_c[(c)2014.]
300 _a1 online resource (xv, 97 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _adata file
_2rda
490 1 _aDigital and social media marketing and advertising collection,
_x2333-8830
500 _aPart of: 2014 digital library.
504 _aIncludes bibliographical references (pages 91-93) and index.
505 0 _a1. Who are you and why should we care? --
_t2. Customer engagement --
_t3. It's story time! --
_t4. Creating your content --
_t5. If content is king, then distribution is queen: how to manage your story across social media --
_t6. Social media analytics: CSI meets advertising --
_t7. Social media marketing best practices --
_t8. The new front line --
_tNotes --
_tReferences --
_tIndex.
506 _aAccess restricted to authorized users and institutions.
520 3 _aOne of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years, so much so that keeping pace with the latest social media platforms can seem like herding cats. To help you craft a more strategic approach to your social media efforts, we provide a timeless perspective on how to create, manage, and measure social media content. We simplify the concept of branding and advertising fueled by social media to one that focuses on understanding your why (Chapter 1); fostering customer engagement (Chapter 2) through crafting your organization's unique story (Chapter 3); telling the story strategically via social media channels (Chapter 4); organizing for social media and managing, monitoring, and measuring your social media efforts as well as developing guidelines and governance policies for executing your social media strategy (Chapter 5); identifying key metrics and measuring performance through analytics (Chapter 6); learning from several social media best practice examples (Chapter 7); and understanding the extent of change brought on by digital and social media related to how you engage your customers (Chapter 8). This book is intended to provide the reader--whether an upper level undergraduate or MBA student, social media manager, brand manager, small business owner, corporate executive, or simply someone who wishes to better understand the intersection of business and social media-- important perspectives and frameworks on developing and managing an effective social media strategy.
530 _a2
_ub
530 _aAlso available in printing.
538 _aMode of access: World Wide Web.
538 _aSystem requirements: Adobe Acrobat reader.
588 _aTitle from PDF title page (viewed on August 4, 2014).
650 0 _aInternet advertising.
650 0 _aSocial media.
653 _aadvertising
653 _aanalytics
653 _abranding
653 _abrand storytelling
653 _acustomer engagement
653 _acustomer relationship management
653 _adigital marketing
653 _ametrics
653 _asocial media marketing
655 0 _a[genre]
700 1 _aWeiss, Michael.,
_eauthor.
776 0 8 _iPrint version:
_z9781606498385
830 0 _a2014 digital library.
830 0 _aDigital and social media marketing and advertising collection.
_x2333-8830
856 4 0 _uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000261.html
942 _2lcc
_bCIU
_cOB
_eBEP
_QOL
_zBEP10899234
999 _c73811
_d73811
902 _c1
_dCynthia Snell