Understanding Social Media

How to Create a Plan for Your Business that Works

Damian Ryan

• Publisher: Kogan Page
• Year: 2015
• ISBN:
  9780749473570
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips from dozens of digital marketers and social media superstars, it is an extensive crowd-sourced guide to social media platforms.Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available.

Index

Note: The index is filed in alphabetical, word-by-word order. Numbers within main headings are filed as spelt out. Acronyms are filed as presented. Page locators in italics denote information contained within a figure or table; locators as roman numerals denote material contained within the book’s preliminary pages.

a•mo•bee (i), (ii), (iii)

Abidi, Mazher (i), (ii), (iii)

account mix (i)

acquisition strategies (i), (ii), (iii), (iv), (v), (vi)

Acxiom (i)

additional costs (i)

Adobe (i), (ii), (iii), (iv), (v)

Adriel, Ivan (i), (ii)

ADTZ (i), (ii)

advertising (i), (ii), (iii), (iv), (v), (vi), (vii), (viii), (ix)

mobile (i)

native (i)

paid (i), (ii), (iii), (iv)

real-time bidding (i)

advocacy (i), (ii), (iii), (iv), (v), (vi), (vii), (viii)

affinity metrics (i), (ii)

agencies (i), (ii), (iii), (iv), (v), (vi), (vii), (viii), (ix)

see also a•mo•bee; ADTZ; BBH London; Cake; Dam Digital; Environment Agency, The;

Glow Digital Media; Hit Social; HubSpot; Magenta; Matter of Form; RBBI; Shackleton PR;

Shoutlet; Über; Zuni

Airbnb (i)

Aladro García, Adolfo (i), (ii), (iii)

Albus, Trina (i), (ii), (iii)

Amazon (i), (ii)

Anabtwai, Hani (i), (ii)

analysts (i)

analytics (i), (ii), (iii), (iv)...

Table of contents

• Cover page
• Title page
• Imprint
• Table of contents
• 60 heads are better than one!
• About Damian Ryan
• Acknowledgements
• Also available by Damian Ryan:
• 01 Getting started – how to create a compelling social media programme
• 02 Rules governing the relationship between search and social
• 03 How to budget for social media activities
• 04 Setting KPIs and measuring success
• 05 Understanding social media ROI – what matters and what doesn’t
• 06 Why social media is central to customer experience
• 07 How to build a social media team – how to pick the right suppliers
• 08 Understanding the relationship between online PR and social media
• 09 The future for social media and the vastly changing landscape
• 10 Risk assessment and risk management in social media
• Contributors’ Biographies
• Case Study Index of Suppliers
• Index
• Full imprint