Publisher Description

Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips from dozens of digital marketers and social media superstars, it is an extensive crowd-sourced guide to social media platforms.

Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available.

Notes

Collates the social media experience of over 200 top practitioners and provides detailed case studies and examples. A companion volume to Understanding Digital Marketing.

Author Biography

Damian Ryan is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. He is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also the author of Understanding Digital Marketing and The Best Digital Marketing Campaigns in the World.

Table of Contents

• • Chapter - 01: Getting started – how to create a compelling social media programme;
  • Chapter - 02: Rules governing the relationship between search and social;
  • Chapter - 03: How to budget for social media activities;
  • Chapter - 04: Setting KPIs and measuring success;
  • Chapter - 05: Understanding social media ROI – what matters and what doesn't;
  • Chapter - 06: Why social media is central to customer experience;
  • Chapter - 07: How to build a social media team – how to pick the right suppliers;
  • Chapter - 08: Understanding the relationship between online PR and social media;
  • Chapter - 09: The future for social media and the vastly changing landscape;
  • Chapter - 10: Risk assessment and risk management in social media

Review

"This excellent curated collection of observations is an all-in-one resource that should offer business marketers a wealth of guidance." * Barry Silverstein, Foreword Reviews *
"this is... a textbook that's going to be required reading" * Vickie Siculiano, Smarter Online Marketing Podcast *
"Takes a fresh approach to teaching the ins and outs of social media. With the case studies and various approaches, it's a comprehensive guide to making social media work for your business. It also goes so far as to illustrate how social media success translates to business success and sales, which is sometimes difficult to explain to clients (and ourselves). Understanding Social Media is perfect for someone who recognizes the benefits of social media marketing and wants to take it to the next level and learn to deliver and measure results." * Sabrina Williams, Breeni Books *

Promotional

Covers topics such as how to develop a strategy and programme, budget for activities, set KPIs, determine ROI, create a dashboard and build a team Addresses the relationship between search and social, analytics, customer experience and risk assessment and management in social media Helps readers gauge their own social media score with crib notes and practical exercises Serves as both a reference guide for practitioners and study guide for marketing students

Review Text

"This excellent curated collection of observations is an all-in-one resource that should offer business marketers a wealth of guidance."

Review Quote

"[T]akes a fresh approach to teaching the ins and outs of social media. ...With the case studies and various approaches, it's a comprehensive guide to making social media work for your business. It also goes so far as to illustrate how social media success translates to business success and sales, which is sometimes difficult to explain to clients (and ourselves). Understanding Social Media is perfect for someone who recognizes the benefits of social media marketing and wants to take it to the next level and learn to deliver and measure results."

Promotional "Headline"

Covers topics such as how to develop a strategy and programme, budget for activities, set KPIs, determine ROI, create a dashboard and build a team

Description for Reader

Marketing, advertising and branding practitioners; marketing students; business owners

Feature

* Covers topics such as how to develop a strategy and programme, budget for activities, set KPIs, determine ROI, create a dashboard and build a team; * Addresses the relationship between search and social, analytics, customer experience and risk assessment and management in social media; * Helps readers gauge their own social media score with crib notes and practical exercises; * Serves as both a reference guide for professionals and study guide for marketing students

Details