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Social Media Marketing

Social Media Marketing

Second Edition
  • Tracy L. Tuten - Professor of Marketing, East Carolina University, Greenville, USA
  • Michael R. Solomon - Professor of Marketing, Saint Joseph’s University, Philadelphia, USA

© 2015 | 352 pages | SAGE Publications Ltd

**Winner of the TAA 2017 Textbook Excellence Award**

Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."TAA Judges Panel

Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights.

The authors outline the "Four Zones" of social media that marketers can use to achieve their strategic objectives. These include:

1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)

This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.

The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: Readers of the book are also invited to join the authors and others online by using the hashtag: #smm

Part I: Foundations of Social Media Marketing
Chapter 1. The Horizontal Revolution
Chapter 2. Social Media Marketing Strategy
Chapter 3. Social Consumers
Chapter 4. Network Structure and Group Influence in Social Media
Part II: The Four Zones of Social Media
Chapter 5. Social Community
Chapter 6. Social Publishing
Chapter 7. Social Entertainment
Chapter 8. Social Commerce
Part III: Social Media Data Management and Measurement
Chapter 9. Social Media for Consumer Insight
Chapter 10. Social Media Metrics
Case: Bellisio Foods’ Michelina Engages Frozen Foodies by Jacqueline Rae Evans  
Case: A Startup Seeks to Solve Age-Old Problem with Social App by Amanda Steeley  
Case: The Gnome Experiment by Steve Shugartt  


Tuten Companion Website

For Lecturers:

  • PowerPoint slides
  • Instructor's manual
  • MCQ test bank

I was an F student in college, so my textbooks collected a lot of dust. Had this book been around back then it might have been a different story.

Gary Vaynerchuk
Co-Founder and CEO of VaynerMedia

Hands down, this is the single best textbook about social media marketing out there. This radically revised and fully updated edition is even more comprehensive, strategic, organized, visual, results-oriented and innovative than the first. If you teach or study social media marketing or digital marketing, then you need this book!

Robert V. Kozinets
Professor of Marketing and Inventor of Netnography, Schulich School of Business, York University, Toronto, Canada

A great textbook to use if you are instructing a intro to social media course!

Mr Claudio Guzzo
Marketing, Cuny Hunter College
January 16, 2017

Not quite the textbook I was looking for.

Dr Joseph Vella
Communications , University of Malta
October 20, 2016

This textbook is ideal for undergraduates who might think they already know how to use social media. The manner in which it is written can quickly take students in to a more theortical and practical aspect. This is one of two books that was considered as being essential. Don't let the bubble letters fool you into thinking the book is pithy. The content is engaging for undergraduates.

Ms Joyce Costello
Corporate & Marketing Communications, Bournemouth University
September 1, 2016

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ISBN: 9781473913011

ISBN: 9781473913004