Part I Foundations of Social Media Marketing -- 1. The Social Media Environment -- Greetings, Digital Native -- The Infrastructure of Social Media -- The Zones of Social Media -- Monetization and Social Media -- Social Media Marketing -- Careers in Social Media -- 2. Social Consumers -- Segmentation and Targeting for Social Media Marketing -- Social Identity -- Motives and Attitudes Influencing Social Media Activities -- Social Media Segments -- 3.Network Structure and Group Influences in Social Media -- Community Structure -- The Characteristics of Online Communities -- The Rise of Influencers -- Flow: How Ideas Travel Online

Part II Social Media Marketing Strategy and Planning -- 4. Social Media Marketing Strategy -- Strategic Planning and Social Media Marketing -- Social Media Campaigns: The Strategic Planning Process -- Managing Social Media Marketing in the Organization -- 5. Tactical Planning and Execution Tactical Planning for Social Media Marketing -- Why: Value-Driven Social Media Marketing -- Who: Understanding and Honoring the Target Audience -- Where: The Channel Plan -- What: Designing the Experience -- How: Producing and Scheduling Content Posting and Promotion

Part III The Four Zones of Social Media -- 11. Social Community -- The Social Community Zone -- Marketing Applications in the Social Community Zone -- Brand Fans -- Brand Social Communities -- Paid Media in Social Network Sites -- 7. Social Publishing -- The Social Publishing Zone -- Publishing Content -- Developing Effective Branded Content -- Distributing and Promoting Content -- 8. Social Entertainment -- The Social Entertainment Zone -- Social Games -- Alternate Reality Games: A Transmedia Genre -- Original Digital Video (ODV) and Branded Video -- Social TV -- Social Music -- 9. Social Commerce -- The Zone of Social Commerce -- Social Commerce: The Social Shopping Experience Social Commerce Strategies -- Psychology of Influence -- Benefits of Social Commerce

Part IV Social Media Data Management and Measurement -- 10. Social Media Analytics -- The Role of Social Media in Research -- Social Media Listening: The Research Process -- Caution! Research Errors and Biases -- Social Intelligence -- Primary Social Media Research -- 11. Social Media Metrics -- What Matters Is Measured -- The Evaluation and Measurement Process: DATA

Part V Social Media Marketing in Practice -- Case Zone 10 Case Studies -- Case Study 1 Social Advocacy Around the World / Karen Mishra -- Case Study 2 Strategic Social Media Plan: First & Main, an Outdoor Shopping Mall / Donna C. Wertalik -- Case Study 3 Strategic Social Media Plan: A University Business School / Donna C. Wertalik -- Case Study 4 Travel and Social Media: The Grand Ole Opry / Brad Perry -- Case Study 5 Native Advertising: Novel or Deceptive? / Sarah Pischbach Case Study 6 A Social Media Conference Community / Alan J. Seymour -- Case Study 7 #NikeAirMaxDay: The Creation of a Social Brand Event / Katherine Duffy -- Case Study 8 Pokemon GO: A Revolution in Social Gaming / Clay Gransden -- Case Study 9 Social Media Is Gateway to eBook Sales Success: Amazon Kindle eBooks / Thomas S. Mueller -- Case Study 10 Mila: Leveraging Social Media for Market Research / Paola Signori

Sample Social Media Marketing -- Introduction -- Situation Analysis -- Objectives -- Target Audience -- Social Media Zones and Channels -- Experience Strategy -- Activation -- Measurement

Covering the social media content that students - and their future employers - need to have, this social media marketing textbook focuses on showing students how social media fits into the marketer's toolbox