Social Media Strategy
Kogan Page Ltd (Verlag)
978-1-3986-2945-5 (ISBN)
- Noch nicht erschienen (ca. Oktober 2026)
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Social media strategies can have a significant impact on business outcomes, but optimizing digital channels continues to be a challenge for many organizations. This book provides senior marketing professionals with a simple structured approach to executing campaigns that work.
The third edition of Social Media Strategy includes a new chapter on the changes to search processes, including the use of AI and social platforms as a search function. It also features new material on social communities as part of brand strategy and what skillsets are needed throughout marketing teams.
This book provides a blueprint for planning, delivering and measuring social media's contribution to business through identifying and targeting audience segments, managing a diversified influencer portfolio, selecting the right channels for organic and paid social and creating a process to improve efficiencies.
With explanations of best-practice tools and practical downloadable templates as well as new interviews, Social Media Strategy delivers a long-term solution for maximizing social media-led business development.
Julie Atherton, MBA is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes at the University of Exeter and the University of Bath, and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.
Chapter - 00: Introduction – How to use this book;
Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;
Chapter - 02: Social as a search function – optimizing channels for the new digital landscape;
Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;
Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;
Chapter - 05: Brand presence – How to drive action and engagement through integrated content marketing on social media;
Chapter - 06: Campaigns – A quick step guide to organic and paid social media channel selection for your objectives and audiences;
Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;
Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;
Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;
Chapter - 10: What skillsets are needed across the team?
| Erscheint lt. Verlag | 3.10.2026 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-3986-2945-6 / 1398629456 |
| ISBN-13 | 978-1-3986-2945-5 / 9781398629455 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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