Social Media Marketing effectively demonstrates 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 into the execution of the brand’s marketing communications and harnessing social media data to yield customer insights.

This book outlines the ‘Four Zones’ of social media (namely, community, publishing, entertainment and commerce) that marketers can use as a part of their strategic planning processes to achieve their core objectives. This second edition includes new examples of industry developments and academic research to help students remain current in their marketing studies.