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Social Media Strategy

A Practical Guide to Social Media Marketing and Customer Engagement

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.

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EAN: 9781398609990

Edition: 2

Published: 03 Oct 2023

Format: 235 x 157

296 pages

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About the book

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments.

Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through:

- Identifying and targeting audience segments
- Maximizing social search
- Enhanced reputation management
- Managing a diversified influencer portfolio
- Selecting the right channels for organic and paid social
- Creating a process and structure to improve efficiencies
- Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

About the authors

Julie Atherton, MBA, based in Bristol, UK, is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.

Julie Atherton

- 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?;

Reviews

Paul Wickers, CEO and Founder, Huggg

While social media platforms may evolve and change, the fundamental principles of effective social media strategy remain relevant. This book focuses on these timeless principles, providing you with a solid foundation that can be applied across different platforms and adapt to future trends.

Debi Bester, Founder & Chief Innovation Officer, Department of Change

A breath of fresh air to creatives who thrill to the freeing constraints of a carefully considered and thoughtfully defined social campaign strategy. This is 30 years' experience and expertise from a social pioneer distilled into an easy-to-navigate guide, updated with provocative interviews and illustrated with compelling case studies. It's not just a handbook on how to develop strategy. It's a handbook on how to inspire breakthrough campaigns that use social media to activate the power of the brand, leverage the differences between social networks and unleash the power of one-to-millions marketing. Not for the sake of awards. Or even campaign KPIs. But for enduring brand, business and customer value.

Emma Perrett, Strategy Consultant, Industry Unlimited

Social media without the strategy is just, 'stuff'. Avoid this by using Julie's book and the principles in it as your North Star, creating social campaigns that deliver both commercial and creative value for the brands and organisations you work with.

Deborah Womack, Marketing Transformation Leader, and Founding Member of BRiM (Black Representation in Marketing)

This new edition is an essential, encyclopaedic tool that offers actionable guidance supported by real-world examples and insights, making it an indispensable guide for achieving success in an ever-changing social media landscape. Julie's expertise is evident throughout, making this edition an invaluable resource for anyone from experienced leaders to those just getting started.

Tom Dennis, Head of Content Marketing, English Heritage

Julie's analysis and insight into the contemporary social media landscape is enlightening and entertaining - and chock-full of real-world examples any brand manager operating in the modern social space can live and learn by.
From reputation management, to influencer and advocacy activity, Social Media Strategy packs in interviews, case studies and takeaways which are both illuminating and practical.

Thomas Pinington, Managing Director, Pinington

The first book opened our eyes to the importance of social media to achieve our business aims. In this second edition, Julie has taken this to another level with invaluable learning and expert insights, a perfect mix in today's world.

Tamsin McLaren, Senior Lecturer in Marketing, University of Bath, UK

Social media continues to move at a dizzying pace, and this timely and inspiring second edition guides readers using solid strategic principles that are timeless.
It offers practical advice on how to understand markets and consumers to create compelling campaigns, where social media is intrinsic to wider business objectives. Case studies and examples are supported by fascinating and candid interviews, and theory is clear and can be easily applied.
A must-read for anyone interested in how to design and deliver successful social media strategy.

Rob Angell, Associate Professor in Marketing Research, University of Southampton, and Co-founder, Angell Sloan Research, University of Southampton

Social media marketing is no longer optional, and those who use it without a clear underpinning strategy run the risk of losing ground to those who do. Julie Atherton carefully unpacks the winning formula for effective social media marketing in this engaging, stimulating and thought-provoking key text. I strongly recommend that any marketer worth their salt should have a copy of this book on their shelf.

James Eder, business coach and Co-founder, Student Beans

Social Media Strategy brings together traditional models with the most current of social trends. This is a must read for established industry leaders to keep on top of their game as well as providing a great insight for those wanting to work in the sector.

Adam Fulford, Strategic Consultant, The Thread Team

A must for anyone engaged in social media. This book manages to be both at the cutting edge, forward thinking and a definitive reference of the best approaches to social. Frankly, it might put me out of a job.

Mark Runacus MBE, Strategist, Acting Chair of Outvertising

This is so much more than a social media 'how to' book. By showing where social integrates with the full suite of marketing tools and channels Julie has created a mini marketing handbook too. It's held together by her strong but simple ABC (audience, brand, campaign) model, and usefully covers social in the context of important marketing practices like brand purpose, behavioural economics, and customer journey planning. Interspersed with case histories and interviews with marketing leaders, it was a great read.

Matthew Housden, Principal Lecturer, University of Greenwich, Visiting Professor, Grenoble Ecole De Management

In this new edition Julie Atherton shares her extensive experience and continues to de-mystify the world of social media to produce a practical, research-based guide to the successful creation and implementation of social media marketing strategies. The new edition adds up-to-date case studies and covers the impact of emerging AI technologies. The book remains exceptional in linking this to wider marketing strategy and deals effectively with the difficult issue of the development of the brand in social media. I have no hesitation in recommending the book for all those interested in understanding and developing the opportunities for effective customer engagement in this fast moving and fascinating world.

Pete Markey, Chief Marketing Officer, Boots UK

This is a powerful and practical social media strategy guide to what makes truly great work, how to implement it and importantly how to measure it. An essential read for anyone who wants to implement successful social media campaigns. Highly recommended.

Lee Thomas, Course Leader B.A. ( Hons ) Advertising, University of South Wales

This book is the perfect guide to the contemporary digital culture that we are all now immersed in. Social media marketing is now such a huge influence within the consumers choice of brands and customer engagement, that this book is an essential tool in understanding it. On a personal note, Julie has been a huge supporter of our degree course and is a highly knowledgeable and informed person within the realms of social media.

Professor Donald Lancaster, MBA Programme Director, University of Exeter

This new edition successfully combines the theoretical and practical, balancing updated, contemporary cases and interviews with a pragmatic readable approach. It will help anyone in business (or studying it) navigate the rapidly changing technological and social media landscape. The book knits together business purpose with customer/audience understanding, to provide a solid strategic base for successful social media and/or influencer activity. An important read for anyone in the business.

Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Life Medicom

Clear and insightful. This book is the go-to guide for creating a far-reaching social media strategy for your brand, corporate campaign or cause.

While social media platforms may evolve and change, the fundamental principles of effective social media strategy remain relevant. This book focuses on these timeless principles, providing you with a solid foundation that can be applied across different platforms and adapt to future trends.
Paul Wickers, CEO and Founder, Huggg

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