The SAGE Handbook of Social Media Marketing

This Handbook provides an in-depth exploration of social media marketing, covering key aspects such as communities, culture, communication, content, and sales. It is a valuable resource for researchers, postgraduate students, and practitioners in the field.

Format: Hardback
Length: 552 pages
Publication date: 27 June 2022
Publisher: SAGE Publications Ltd

Social media marketing has emerged as an indispensable tool for marketers who harness the power of social media to achieve a wide range of marketing objectives, spanning from customer care to advertising to commerce. This comprehensive Handbook delves into the foundations and methodologies of analyzing the critical aspects of social media for organizations and consumers. It explores vital topics such as communities, culture, communication, and content, while also considering social media sales. This Handbook serves as a vital reference for researchers in this rapidly evolving field, providing a comprehensive compilation of the key factors in social media marketing. It is an essential read for postgraduate students, researchers, and practitioners across various disciplines who are actively exploring the realm of social media.

Part 1: Foundations of Social Media Marketing

In this section, we delve into the fundamental principles and theories that underpin social media marketing. We examine the role of social media in shaping contemporary society and explore how organizations can leverage its potential to connect with their target audiences. We also discuss the importance of understanding the unique characteristics and behaviors of different social media platforms, such as Facebook, Twitter, Instagram, and LinkedIn, to develop effective marketing strategies.

Part 2: Methodologies and Theories in Social Media

This section explores the various methodologies and theories employed in social media marketing research. We examine the use of qualitative and quantitative research methods to analyze social media data and extract meaningful insights. We also discuss the application of social media analytics tools and techniques to measure the impact of social media campaigns and optimize marketing strategies.

Part 3: Channels and Platforms in Social Media

In this section, we examine the different channels and platforms available for social media marketing. We explore the advantages and disadvantages of each platform and discuss how organizations can effectively utilize them to reach their target audiences. We also discuss the importance of creating engaging and relevant content for each platform to maximize engagement and conversions.

Part 4: Tools, Tactics, and Techniques in Social Media Marketing

This section explores the various tools, tactics, and techniques used in social media marketing. We examine the use of paid advertising, influencer marketing, content marketing, social media optimization, and customer relationship management to achieve marketing objectives. We also discuss the importance of measuring and analyzing the performance of social media campaigns to optimize future strategies.

Part 5: Management and Metrics in Social Media

In this section, we discuss the management and measurement of social media marketing efforts. We examine the importance of setting clear goals and objectives, developing a social media strategy, and implementing effective monitoring and reporting mechanisms. We also explore the use of social media analytics tools to measure the impact of social media campaigns and optimize marketing strategies.

Part 6: Ethical Issues in Social Media

Social media marketing raises several ethical issues that organizations must navigate. We examine the importance of transparency, privacy, and responsible use of social media. We also discuss the potential risks and challenges associated with social media marketing, such as fake news, cyberbullying, and data breaches. We provide guidance on how organizations can address these ethical issues and build trust with their target audiences.

In conclusion, social media marketing has become an essential component of modern marketing strategies. This Handbook provides a comprehensive guide to the foundations, methodologies, channels, tools, tactics, and techniques of social media marketing. It is an invaluable resource for researchers, postgraduate students, practitioners, and organizations seeking to leverage the power of social media to achieve their marketing objectives. By understanding the critical aspects of social media, organizations can create effective marketing strategies, engage with their target audiences, and drive business growth in the digital age.

Weight: 1110g
Dimension: 246 x 184 (mm)
ISBN-13: 9781529743784