Social Media Marketing - Softcover

The book, Social Media Marketing, by Tuten and Solomon explains the evolution of digital marketing using the building blocks of traditional marketing and provides insights, using essential theory and examples from real world situations, on how social media can be used as a tool for strategic planning to achieve core objectives by facilitating exchanges between consumers and organization. 

The text builds on by highlighting the four channels (zones) of social media and summarizes by stating the metrics that can be used to evaluate the effectiveness of strategies. The book, in the beginning, discusses the horizontal revolution, a change which social media is bringing in the daily lives of ‘digital natives’, modern day consumers. 

From an academic viewpoint also, the book successfully integrates closely the concepts of traditional digital marketing practices with those of digital marketing that it would encourage and facilitate students, and managers apply digital marketing concepts for succeeding in their business strategies and processes. The book is well versed and neatly covers all the essential components of social media marketing that will enable students to channelize their social media marketing skills.

The book provides an interesting insight into how the power of social media tools can be harnessed to succeed in business, non-profit organisations and any situation that involves buyers, sellers, makers and users. 

Social Media Marketing effectively demonstrates how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these into the execution of the brand’s marketing communications and harnessing social media data to yield customer insights.

This book outlines the ‘Four Zones’ of social media (namely, community, publishing, entertainment and commerce) that marketers can use as a part of their strategic planning processes to achieve their core objectives. This second edition includes new examples of industry developments and academic research to help students remain current in their marketing studies. 

Key Features

· Comprehensive, strategic, well-organised and result-oriented coverage

· Integration of latest examples and research data  available in a user-friendly layout

· Free companion website with PowerPoint slides, instructor’s manual, test bank and additional case studies