Social Media Strategy - by Julie Atherton (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>Design, activate and measure a clear social media strategy which is directly accountable to your wider business objectives and engages with an integrated customer engagement strategy.<p/><br></br><p><b> Book Synopsis </b></p></br></br><p><em><strong>Social Media Strategy </strong></em>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.</p><p><strong><em>Social Media Strategy </em></strong>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.</p><p/><br></br><p><b> Review Quotes </b></p></br></br><br><b>Julie Atherton </b>carefully unpacks the winning formula for effective social media marketing in this engaging, stimulating and thought-provoking key text.-- "Rob Angell, Associate Professor in Marketing Research, University of Southampton, and Co-founder, Angell Sloan Research, University of Southampton"<br><br><b>Julie Atherton </b>has done a great job in demystifying the world of social media to produce a practical, research-based guide to the successful creation and implementation of social media marketing strategies.-- "Matthew Housden, Chair, DM Trust, Principal Lecturer, University of Greenwich, Visiting Professor, Grenoble Ecole De Management"<br><br>An essential read for anyone who wants to implement successful social media campaigns. Highly recommended.-- "Pete Markey, Chief Marketing Officer, TSB Bank"<br><br>Clear and insightful. This book is the go-to guide for creating a far-reaching social media strategy for your brand, corporate campaign or cause.-- "Susan Walkley, Managing Partner, Havas Life Medicom"<br><br>Concise, insightful and action-orientated. <b>Julie Atherton</b> makes social media manageable.-- "Paul Armstrong, Founder, HERE/FORTH & TBD Conference"<br><br>Social media marketing is now such a huge influence within the consumer's choice of brands and customer engagement, that this book is an essential tool to understand it.-- "Lee Thomas, Course Leader Advertising Design, University of South Wales"<br><br>Successfully combines the theoretical and practical, balancing real-life cases and interviews with a pragmatic and practical approach. A strong read for anyone in the business.-- "Donald Lancaster, Director of Studies, Executive MBA Programme, University of Bath"<br><br>This book manages to be both at the cutting edge of forward thinking and a definitive reference of the best approaches to social. Frankly, it might put me out of a job.-- "Adam Fulford, Chief Strategy Officer, Proximity London"<br><br>This is a must-read for established industry leaders to keep on top of their game as well as providing a great insight for those wanting to work in the sector.-- "James Eder, business coach and Co-founder, Student Beans"<br><br>This is much more than a social media 'how to' book. By showing where social integrates with the full suite of marketing tools and channels, Julie has created a marketing handbook too.-- "Mark Runacus MBE, Chair DMA Board and Co-founder and Planning Partner, Wax/On"<br><p/><br></br><p><b> About the Author </b></p></br></br><b>Julie Atherton</b> is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. She is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.
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