Read more
Create a long-term, integrated customer engagement strategy using effective social media campaigns that will enhance ROI across digital channels, employing structured and practical guidance in addition to global case studies.
List of contents
Chapter - 00: Introduction - How to use this book; Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations; Chapter - 02: Integrated customer engagement - How to ensure your social media strategy is integrated into your wider marketing and business development; Chapter - 03: Getting started - Aligning social media goals and KPIs with your wider business objectives; Chapter - 04: Audience - Using social listening to profile your networked audience and generate customer insights for a global social media strategy; Chapter - 05: Brand presence - How to drive action and engagement through integrated content marketing on social media; Chapter - 06: Campaigns - A quick step guide to organic and paid social media channel selection for your objectives and audiences; Chapter - 07: Measuring and benchmarking success - How and when do you know your social media strategy is working?; Chapter - 08: From customers to celebrities - Identifying and attracting a range of influencers to advocate for your brand; Chapter - 09: Crisis and reputation management for social media and PR - A clear guide for the unpredictable; Chapter - 10: Thoughts on the future of social - What will happen next?;
About the author
Julie Atherton, based in Bristol, UK, founder of Small Wonder is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. Previous chair of the DMA Social Media Council, she is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.
