Social Media Marketing 3rd Edition By Tracy L. Tuten Michael R. Solomon
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Social Media Marketing 3rd Edition By Tracy L. Tuten Michael R. Solomon

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645
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13.42 MB
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Digital PDF
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eBook[PDF]
About this ebook
The textbook Social Media Marketing (3rd Edition) by Tracy L. Tuten and Michael R. Solomon covers the strategic framework of digital marketing, structured around the "four zones" of social media and data analytics. [1, 2]
The topics and chapters are organized into five primary parts: [1]
Part I: Foundations of Social Media Marketing
  • The Social Media Environment: Explores the digital infrastructure, the social media value chain, and how social channels disrupt traditional broadcast marketing. [1]
  • Social Consumers: Focuses on market segmentation, understanding digital identities, and the online behavior of modern consumers. [1, 2]
  • Network Structure and Group Influences: Examines social graphs, the flow of information across networks, social capital, and the impact of opinion leaders. [1]
Part II: Social Media Marketing Strategy and Planning
  • Social Media Marketing Strategy: Focuses on strategic planning, setting core objectives, and aligning social channels with overall brand goals. [, 2]
  • Tactical Planning and Execution: A major addition to the 3rd edition that outlines how to operationalize strategies, create content calendars, and execute daily campaigns. [1, 2, 3, 4]
Part III: The Four Zones of Social Media
  • Social Community (Zone 1): Focuses on relationship-building, network dynamics, and brand engagement on platforms like Facebook and Instagram.
  • Social Publishing (Zone 2): Details content marketing strategies, search engine optimization (SEO), user-generated content (UGC), and blogging.
  • Social Entertainment (Zone 3): Explores branded content, social games (e.g., Pokémon Go), video marketing, and alternative media entertainment.
  • Social Commerce (Zone 4): Covers the digital shopping experience, social shopping tools, ratings, reviews, and psychological triggers like social proof. [1, 2, 3, 4, 5]
Part IV: Social Media Data Management and Measurement
  • Social Media Analytics: Strategies for listening to social conversations, capturing data, and uncovering deep consumer insights.
  • Social Media Metrics: Focuses on measuring return on investment (ROI), tracking Key Performance Indicators (KPIs), and using data to evaluate campaign effectiveness. [1, 2, 3, 4, 5]
Part V: Social Media Marketing in Practice
  • Case Zone: Features real-world case studies of globally recognized brands (e.g., Nike, Amazon, Snapchat) to illustrate practical applications.
  • Sample Social Media Marketing Plan: A comprehensive blueprint (GONOW Vacations template) designed to guide students through building their own actionable social media plan. [1, 2, 3]

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Topics

and how social channels disrupt traditional broadcast marketing Network Structure and Group Influences: operationalize strategies create content calendars Social Commerce (Zone 4): Covers the digital shopping experience Social Community (Zone 1): Focuses on relationship-building Social Consumers: Focuses on market segmentation Social Entertainment (Zone 3): Explores branded content Social Media Data Management and Measurement Social Media Marketing in Practice Social Media Marketing Strategy Social Media Metrics: Focuses on measuring return on investment (ROI) social media value chain Social Publishing (Zone 2): Details content marketing strategies The Four Zones of Social Media The Social Media Environment
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