TY  - BOOK
AU  - Ferrara,Miranda Herbert
ED  - Gale Group.
TI  - Gale business insights handbook of social media marketing
T2  - Gale business insights
SN  - 9781414499383 (electronic book)
AV  - HF5415.1265 G34 2013
PY  - 2013///
CY  - Detroit
PB  - Gale/ Cengage Learning
KW  - Internet marketing
KW  - Social aspects
KW  - Marketing
KW  - Social media
KW  - Economic aspects
N1  - Includes bibliographical references and index; 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
N2  - 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
UR  - http://link.galegroup.com/apps/pub/5XFV/GVRL?sid=gale_marc&u=bilk_itc
ER  -