Strategic Social Media: From Marketing to Social Change

Strategic Social Media: From Marketing to Social Change by L. Meghan Mahoney 1118556844 9781118556849
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ISBN: 1118556844


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Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
  • Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
  • Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
  • Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
  • Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
  • Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Author: L. Meghan Mahoney

Language: English

Binding: Paperback

Pages: 368

Publisher: Wiley-Blackwell

Publication Date: 2016-10-21


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