Social Media Strategy

Social media strategies can have a significant impact on business outcomes, but optimizing digital channels continues to be a challenge for many organizations. This book provides senior marketing professionals with a simple structured approach to executing campaigns that work. The third edition of Social Media Strategy includes a new chapter on the changes to search processes, including the use of AI and social platforms as a search function. It also features new material on social communities as part of brand strategy and what skillsets are needed throughout marketing teams. This book provides a blueprint for planning, delivering and measuring social media's contribution to business through identifying and targeting audience segments, managing a diversified influencer portfolio, selecting the right channels for organic and paid social and creating a process to improve efficiencies. With explanations of best-practice tools and practical downloadable templates as well as new interviews, Social Media Strategy delivers a long-term solution for maximizing social media-led business development.