I Foundations of Social Media Marketing
1.The Social Media Environment
2.Social Consumers
3.Network Structure and Group Influences in Social Media
pt. II Social Media Marketing Strategy and Planning
4.Social Media Marketing Strategy
5.Tactical Planning and Execution
pt. III The Four Zones of Social Media
7.Social Publishing
8.Social Entertainment
9.Social Commerce
pt. IV Social Media Data Management and Measurement
10.Social Media Analytics
11.Social Media Metrics
pt. V Social Media Marketing in Practice
Case Zone
10 Case Studies
Case Study 1 Social Advocacy Around the World /​ Karen Mishra
Case Study 2 Strategic Social Media Plan: First &​ Main, an Outdoor Shopping Mall /​ Donna C. Wertalik
Case Study 3 Strategic Social Media Plan: A University Business School /​ Donna C. Wertalik
Case Study 4 Travel and Social Media: The Grand Ole Opry /​ Brad Perry
Case Study 5 Native Advertising: Novel or Deceptive? /​ Sarah Pischbach
Case Study 6 A Social Media Conference Community /​ Alan J. Case Study 7 #NikeAirMaxDay: The Creation of a Social Brand Case Study 9 Social Media Is Gateway to eBook Sales Success: Case Study 10 Mila: Leveraging Social Media for Market.

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives.