Social Media Marketing 4th Edition

List of Figures and TablesAbout the AuthorAcknowledgmentsOnline ResourcesPART I: Foundations of Social Media Marketing1 The Social Media EnvironmentIt’s a Social WorldThe Infrastructure of Social MediaChannels: The Zones of Social MediaMonetization and Social MediaSocial Media MarketingCareers in Social Media2 Social ConsumersSegmentation and Targeting for Social Media MarketingPulling It All TogetherSocial IdentityMotives and Attitudes Influencing Social Media ActivitiesSocial Media Segments3 Network Structure and Group Influences in Social MediaCommunity StructureFlow: How Ideas Travel OnlineThe Characteristics of Online CommunitiesThe Rise of InfluencersPART II: Social Media Marketing Strategy and Planning4 Social Media Marketing StrategyStrategic Planning and Social Media MarketingSocial Media Campaigns: The Strategic Planning ProcessManaging Social Media Marketing in the Organization5 Tactical Planning and ExecutionTactical Planning for Social Media MarketingWhy: Value-Driven Social Media MarketingWho: Understanding and Honoring the Target AudienceWhere: The Channel PlanWhat: Designing the ExperienceHow: Producing and Scheduling Content Posting and PromotionPART III: The Four Zones of Social Media6 Social CommunityThe Social Community ZoneMarketing Applications in the Social Community Zone7 Social PublishingThe Social Publishing ZonePublishing ContentDeveloping Effective Branded ContentDistributing and Promoting Content8 Social EntertainmentThe Social Entertainment ZoneSocial GamesAlternate Reality Games: A Transmedia GenreOriginal Digital Video (ODV) and Branded VideoSocial TVSocial Music9 Social CommerceThe Zone of Social CommerceSocial Commerce: The Social Shopping ExperienceSocial Commerce StrategiesPsychology of InfluenceBenefits of Social CommercePART IV: Social Media Data Management and Measurement10 Social Media AnalyticsThe Role of Social Media in ResearchSocial Media Listening: The Research ProcessCaution! Research Errors and BiasesSocial IntelligencePrimary Social Media Research11 Social Media MetricsWhat Matters Is MeasuredThe Evaluation and Measurement Process: DATAPART V: Social Media Marketing in Practice12 The Case ZoneViceroy Hotel Brand Wants Influencers for GoodABLEnowWendy’s Brand Voice Gets Unapologetic on TwitterStonyfield® Kids CampaignMichelin’s Use of a Social Media Management PlatformLego’s Social Entertainment StrategyPUMA’s #DoYou MovementNespressoChipotle’s TikTok CampaignCabarrus County Tourism Makes Print Come Alive in Social mediaArizona Turns a Negative into a Positive with Social MediaReferencesIndexINSTRUCTORS The textbook is supported by a comprehensive set of online resources, including PowerPoint slides, an instructor’s manual, and a testbank of multiple choice questions to help support your teaching in the classroom or via your online learning platform. Visit https://study.sagepub.com/smm4 to set yourself up or use your existing SAGE instructor login to access.