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Produktbild: Strategic Social Media P

Strategic Social Media P From Marketing to Social Change

56,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

21.10.2016

Verlag

John Wiley & Sons Inc

Seitenzahl

368

Maße (L/B/H)

24,6/18,9/1,9 cm

Gewicht

693 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-55684-9

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

21.10.2016

Verlag

John Wiley & Sons Inc

Seitenzahl

368

Maße (L/B/H)

24,6/18,9/1,9 cm

Gewicht

693 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-55684-9

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Strategic Social Media P
  • Introduction 1
     
    Reference 3
     
    PART 1 SOCIAL MEDIA IN CONVERGENCE
     
    1 Understanding Social Media and Social Behavior Change 7
     
    Introduction 7
     
    Bridging Communication Theories and Social Media Practitioners 10
     
    Linear Communication Models to Modern Transactional Processes 10
     
    Marketing and Behavior Change Theory 13
     
    Summary 20
     
    References 21
     
    2 Information Diffusion 23
     
    Introduction 23
     
    Diffusing Your Message 24
     
    Web 1.0 to 2.0 Technology Structure 26
     
    Transparency, Control and Public Relations 29
     
    Summary 40
     
    References 41
     
    3 Establishing Community 44
     
    Introduction 44
     
    Community Development Theory 45
     
    Behavior Change and the Power of Social Networks 50
     
    Brand Authenticity 52
     
    Summary 57
     
    References 59
     
    4 Mobilizing Your Audience 61
     
    Introduction 61
     
    Social Media Mobilization 62
     
    The Power of User-Generated Content 65
     
    Offline Advocacy 68
     
    Summary 74
     
    References 75
     
    PART 2 SOCIAL MEDIA USERS AND MESSAGES
     
    5 Transforming Audiences into Users 81
     
    Introduction 81
     
    Transforming Passive Audiences to Empowered Users 82
     
    Predicting Social Media Use and Audience Behavior 86
     
    Social Media User Profile 90
     
    Summary 94
     
    References 96
     
    6 Active Within Structures 99
     
    Introduction 99
     
    Theory of Active Within Structures 100
     
    The Role of Structure 103
     
    Recognizing Constrained Active Choices 107
     
    Summary 112
     
    References 113
     
    7 Best Practices for Social Media Engagement 115
     
    Introduction 115
     
    The Theory of Dialogic Communication 116
     
    Online Engagement and Virtual Communities 118
     
    The Dialogic Loop 123
     
    Summary 127
     
    References 128
     
    8 Mobile Marketing and Location-based Applications 130
     
    Introduction 130
     
    Mobile Digital Projections 132
     
    Peer Influence and a Shared Social Journey 135
     
    Generating Return Visits 137
     
    Summary 140
     
    References 142
     
    PART 3 SOCIAL MEDIA MARKETING AND BUSINESS MODELS
     
    9 Reconsidering the Long Tail 147
     
    Introduction 147
     
    Power-Law Distribution 148
     
    Theory of the Long Tail 149
     
    Inbound Marketing 152
     
    Summary 158
     
    References 159
     
    10 Social Media Business Models 161
     
    Introduction 161
     
    Developing a Business Model 162
     
    The Return on Investment of Social Media 167
     
    One Business Model Doesn't Fit All 172
     
    Summary 175
     
    References 176
     
    11 Social Media Marketing Strategies 180
     
    Introduction 180
     
    Transitioning from Traditional Marketing 181
     
    Applied Strategic Theory 183
     
    Branded Social Experience 189
     
    Summary 193
     
    References 194
     
    12 Evaluating Social Media Marketing 196
     
    Introduction 196
     
    Current Social Media Marketing Measurements 197
     
    Building on the Focus Group 200
     
    Audience Reception Approach 201
     
    Summary 206
     
    References 208
     
    PART 4 MARKETING FOR SOCIAL GOOD
     
    13 Social Media and Health Campaigns 213
     
    Introduction 213
     
    Activation Theory of Information Exposure 215
     
    Health Belief Model 218
     
    Mobile Reach 222
     
    Summary 226
     
    References 227
     
    14 Social Media and Civic Engagement 230
     
    Introd