Mary Lou Roberts

　　Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization’s overall integrated marketing communication approach.

作者簡介

Debra Zahay

　　現職：St. Edward’s University

Mary Lou Roberts

　　現職：University of Massachusetts-Boston

Janna Parker

　　現職：James Madison University

Melissa S. Barker

　　現職：Spokane Falls Community College

Donald I. Barker

　　現職：Spokane Falls Community College