The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success.
Fully revised for the sixth edition, Social Media Marketing reflects the realities of today's social media landscape. New to this edition is a chapter dedicated to tactical planning and execution, alongside expanded coverage of paid social advertising and updated discussion on influencer marketing. Artificial intelligence is integrated throughout the book, helping students understand how AI is reshaping social media marketing strategy, content creation, targeting, and analytics in practice.
Written by bestselling author Tracy Tuten, Social Media Marketing, Sixth Edition is an essential resource for undergraduate and postgraduate students studying social media marketing, digital marketing, and related courses.
PART I: Foundations of Social Media Marketing
CHAPTER 1 THE SOCIAL MEDIA ENVIRONMENT
CHAPTER 2 SOCIAL CONSUMERS
CHAPTER 3 NETWORK EFFECTS AND INFLUENCER MARKETING
PART II: Social Media Marketing Strategy and Planning
CHAPTER 4 SOCIAL MEDIA MARKETING STRATEGY
CHAPTER 5 TACTICAL PLANNING AND EXECUTION
PART III: The Four Zones of Social Media
CHAPTER 6 SOCIAL COMMUNITY
CHAPTER 7 SOCIAL PUBLISHING
CHAPTER 8 SOCIAL ENTERTAINMENT
CHAPTER 9 SOCIAL COMMERCE
PART IV: Social Media Listening and Measurement
CHAPTER 10 SOCIAL LISTENING AND SOCIAL CUSTOMER CARE
CHAPTER 11 SOCIAL MEDIA METRICS
PART V: Social Media Marketing in Practice
CHAPTER 12 THE PLATFORM ZONE
