Gale business insights handbook of social media marketing  [electronic resource] / 
Miranda Herbert Ferrara, project editor. 
 - Detroit :  Gale/ Cengage Learning,  2013. 
 - 1 online resource (xiv, 431 p.) :  ill. 
 - Gale business insights Gale virtual reference library .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Building a case for social media -- Understanding social media and its effects -- Benefits of social media -- Creating a congruent social media marketing philosophy -- Creating a social media marketing strategy -- Representation of the brand -- Preparing for a long-term social media campaign -- Managing your social media campaign -- Benefits of social media teams -- Market segmentation -- Choosing the right media for your social media campaign -- Internal social media interfaces -- Preparing for paradigm shifts -- Diminishing returns of social media -- Consistency among all social media outlets -- Taking advantage of interactivity -- Increasing online discoverabililty -- Building a relationship -- Social media marketing strategies -- Diversification of social media content strategy -- Keeping up with the competition -- Developing brand loyalty through social media communication -- Transparency of social media marketing -- Updating social media efforts -- Sentiment analysis -- Measuring social media efforts -- Convergence of marketing, data, and technology -- Legal challenges with social media -- Marketing to a global segment -- Protecting the brand. 
<br/><br/> This series centers on the specific projects, tasks, and activities in which businesspeople currently engage. This volume focuses on the social aspects of internet marketing. 
<br/><br/><label>ISBN: </label>9781414499383 (electronic book) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Internet marketing--Social aspects.<br/>Marketing--Social aspects.<br/>Social media--Economic aspects.