Social media has drastically improved the way we can reach target audiences and serve our customers. Like its financial counterpart, the social media audit (SMA) can be described as a formalized review of anorganization's social media activities. However, contrary to financial audits, social media audits are not guided by government regulations or a set of professional rules and standards. This book will address social media marketing issues using a cost benefit approach, while presenting a systematic approach to review the organization's social media activities. Using the checklists and templates provided in this book will enable readers to conduct an audit that helps identify target areas for performance improvement and recommendations for how to achieve these objectives. Social media platforms discussed include: Facebook, LinkedIn, Google Plus, Twitter, Tumblr, and Xing.

Practical, big-picture guidance toward a mastery of social media benefits and the risks to avoid Packed with useful web links, popular social media tools, platforms, and monitoring tools, Auditing Social Media shows you how to leverage the power of social media for instant business benefits while assessing the risks involved. Your organization sees the value in social media and wants to reach new markets, yet there are risks and compliance issues that must be considered. Auditing Social Media equips you to successfully partner with your business in achieving its social media goals and track it through strong metrics. Shows how to ensure your business has adequate metrics in place to capitalize on social media while protecting itself from excessive risk Reveals how to ensure your social media strategy is aligned with your business's goals Explores the risk and compliance issues every business must consider when using social media Includes a sample audit program Auditing Social Media is the one-stop resource you'll keep by your side to clear away the confusing clutter surrounding social media.

The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world. With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories. This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike. Features: Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates. Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities. Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary. Template worksheets for key strategy components with business context examples. New to the Fourth Edition: Fully redesigned, robust graphics engage students visually. New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform. Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights. Recurring College Cupcakes business example allows students to follow a strategic process in context. Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society. Instructor Support Materials: https://textbooks.rowman.com/quesenberry4e Test banks Template worksheets Case Briefs Sample syllabi PowerPoint slides Student Flashcards Find additional templates and social media strategy updates on the author’s blog: https://www.postcontrolmarketing.com

As web applications play a vital role in our society, social media has emerged as an important tool in the creation and exchange of user-generated content and social interaction. The benefits of these services have entered in the educational areas to become new means by which scholars communicate, collaborate, and teach. Social Media and the New Academic Environment: Pedagogical Challenges provides relevant theoretical frameworks and the latest research on social media and its challenges in the educational context. This book is essential for professionals aiming to improve their understanding of social media at different levels of education, as well as researchers in the fields of e-learning, educational science, information and communication sciences, and much more.

This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.

Strategic management is a field that has diversity in approach and scope, but relative homogeneity in pedagogy. This book, a refreshed edition of its successful predecessor, brings something different to the field, by concisely introducing it with a focus on doing business in the Middle East and North Africa. Supplemented by online case studies and other resources, the reader is exposed to a plethora of concepts, theories, practical implications, and experiential exercises in the strategic management process. The updated text explores key regional issues, including the "Arab Spring", economic recession, corporate social responsibility, the role of women in business and the rise of emerging economies. The reader is encouraged to look at the world in light of the challenges many organizations are facing around the globe. Features like "Stop and Think Critically" and "Focus" points throughout each chapter encourage and inspire a thoughtful reading of the text. This is a book designed to aid undergraduate and graduate students, as well as managers in both for-profit and non-profit sectors. The authors guides the reader through both new and ongoing issues in the field of strategic management, and allow them to foster a greater understanding of this ever-developing field.

This book will help small business owners and marketers feel comfortable using social media to promote their businesses, regardless of their past experiences or level of expertise. Social networking plus small business is a slam dunk! Small Business Smarts: Building Buzz with Social Media explains why that's so and helps small business owners decide whether social media tools are right for them. Assuming the answer is yes, the book offers concrete advice and implementation suggestions that make using tools to start building word-of-mouth quick and easy. Built around actual success stories from small businesses, such as the Roger Smith Hotel, Dutch Bros. Coffee, Cafe Yumm, and the Tattered Cover Bookstore, the book illustrates how different social media can help achieve different business goals, how the Internet can be used to "listen" to customers, how networks and relationships are built online for both B2C and B2B, and how effective messages can generate awareness and attract customers. Measurement strategies and techniques for a social media audit are included. For the complete novice, step-by-step instructions on getting started with popular social media applications are provided as well.

A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.

A Practical Guide for Multimedia Journalism Mobile and Social Media Journalism is the go-to guide for understanding how today’s journalists and news organizations use mobile and social media to gather news, distribute content, and create audience engagement. Checklists and practical activities in every chapter enable readers to immediately build the mobile and social media skills that today’s journalists need and news organizations expect. In addition to providing the fundamentals of mobile and social media journalism, award-winning communications professional and author Anthony Adornato discusses how mobile devices and social media have changed the way our audiences consume news and what that means for journalists. The book addresses a changing media landscape by emphasizing the application of the core values of journalism—such as authentication, verification, and credibility—to emerging media tools and strategies.

This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context. Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts. This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.