Social media

Fenton, A; Mohamad, MRA

Abstract

In this chapter you will:
1) understand the dynamics of social media-based communities, their composition and behaviours
2) learn to conduct a social media audit including competitor analysis
3) recognise the importance of a blog as a centre of digital presence development
4) use amplification strategies to develop brand presence
explore the concept of social capital and its relationship to brand engagement activities
5) develop tactics for measuring social media based, their quality and quantity

Citation

Fenton, A., & Mohamad, M. (2016). Social media. In A. Heinze, & G. Fletcher (Eds.), Digital and social media marketing : a results-driven approach (190-213). Routledge

• Publication Date: Jan 1, 2016
• Deposit Date: May 17, 2017
• Publisher: Routledge
• Pages: 190-213
• Book Title: Digital and social media marketing : a results-driven approach
• ISBN: 978113891790
• Publisher URL: https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach/Heinze-Fletcher-Rashid-Cruz/p/book/9781138917910