02072cam a2200229 i 4500003000900000005001700009006001900026008004100045020001800086040003800104050002700142100004300169245011600212264006500328300003400393504005100427520113600478650002301614650002301637650002801660776015401688CY-PaNEU20240724115142.0a|||||r|||||||||||210319s2020    enka     b    001 0 eng    a9780749497071  aDLCbengcDLCerdadDLCdCY-PaNEU00aHF5415.1265b.A84 20201 aAtherton, Juliec(Business strategist)10aSocial media strategy :ba practical guide to social media marketing and customer engagement /cJulie Atherton. 1aLondon, United Kingdom ;aNew York, NY :bKogan Page,c2020.  axiv, 252 p. :bill. ;c24 cm.  aIncludes bibliographical references and index.  a"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"--cProvided by publisher. 4aInternet marketing 0aMarketing channels 4aSocial mediaxMarketing08iOnline version:aAtherton, Julie,tSocial media strategy.dLondon, United Kingdom ; New York, NY : Kogan Page, 2019.z9780749497088w(DLC) 2019029614