Ryan, Damian
Understanding social media : how to create a plan for your business that works / Damian Ryan - London : Kogan Page, c2015. - xix, 277 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on the experiences of over 200 marketers to create a comprehensive guide to current practice including:- Creating a social media program - Understanding stakeholders such as blogs, networks and Web 2.0 - Rules governing the relationship between search and social - Case studies from successful and failed campaigns - Budgeting for social media activities - How to set key performance indicators (KPIs) - Understanding social media ROI - Customer experience - Building a social media team - Analytics and creating a social media dashboard - Risk assessment and risk management in social media.
9780749473563
2015006668
Internet marketing
Social media
Marketing--Social aspects
Strategic planning
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing
BUSINESS & ECONOMICS / Advertising & Promotion
HF5415.1265 / .R9324 2015
658.8/72
Understanding social media : how to create a plan for your business that works / Damian Ryan - London : Kogan Page, c2015. - xix, 277 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on the experiences of over 200 marketers to create a comprehensive guide to current practice including:- Creating a social media program - Understanding stakeholders such as blogs, networks and Web 2.0 - Rules governing the relationship between search and social - Case studies from successful and failed campaigns - Budgeting for social media activities - How to set key performance indicators (KPIs) - Understanding social media ROI - Customer experience - Building a social media team - Analytics and creating a social media dashboard - Risk assessment and risk management in social media.
9780749473563
2015006668
Internet marketing
Social media
Marketing--Social aspects
Strategic planning
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing
BUSINESS & ECONOMICS / Advertising & Promotion
HF5415.1265 / .R9324 2015
658.8/72