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Social Media Strategy

A Practical Guide to Social Media Marketing and Customer Engagement

Design, activate and measure a clear social media strategy which is directly accountable to your wider business objectives and engages with an integrated customer engagement strategy.
EAN: 9780749497071
Edition: 1
Format: 234x156
272 pages

About the book

Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business.

Social Media Strategy delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. It also identifies the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, TUI, Dreams Beds and Tiny Giant, this professional guide delivers a long-term solution for maximizing social media led business development.

About the authors

Julie Atherton

A business leader, consultant and strategist, Julie Atherton takes 30 years of experience and applies it to a social media strategy approach that is embedded in building a successful business or brand. Her career has spanned global publishing, building an award-winning digital agency from a start-up, partnering B2C & B2B brands from the automotive, travel, financial services, retail, luxury, utilities and digital sectors, advising charities and social enterprise businesses. Awarded IDM Tutor of the Year (2018) she trains marketing professionals and business leaders in digital, brand, social media and content marketing. This experience provides a detailed insight into the different ways that organisations function, how brands are built and can decline, and how brand, reputation, social media and marketing combine to build value into a business.

More about Julie Atherton