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Herding Cats
Cover of Herding Cats
Herding Cats
A Strategic Approach to Social Media Marketing
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One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping pace with the latest social media platforms can seem like herding cats. Inside, the authors provide a timeless perspective on how to create, manage, and measure social media content to help you craft a more strategic approach to your social media efforts. They simplify the concept of branding and advertising (fueled by social media) so you can focus on fostering customer engagement; craft your organization's unique story; tell that story strategically via social media channels; organize, manage, monitor, and measure those efforts; identify key metrics and measure the performance through analytics; and understand the extent of change brought on by digital and social media related to how you engage your customers.
One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping pace with the latest social media platforms can seem like herding cats. Inside, the authors provide a timeless perspective on how to create, manage, and measure social media content to help you craft a more strategic approach to your social media efforts. They simplify the concept of branding and advertising (fueled by social media) so you can focus on fostering customer engagement; craft your organization's unique story; tell that story strategically via social media channels; organize, manage, monitor, and measure those efforts; identify key metrics and measure the performance through analytics; and understand the extent of change brought on by digital and social media related to how you engage your customers.
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About the Author-
  • Andrew Rohm is an Associate Professor of Marketing at Loyola Marymount University and Director of the M-School, an undergraduate educational initiative designed to transform higher-learning in the area of digital and social media marketing. Professor Rohm earned his PhD in Marketing at the University of Massachusetts Amherst, and began conducting research and teaching courses in the area of new media, first at Northeastern University in Boston and then at Loyola Marymount University in Los Angeles. Prior to entering academia, Professor Rohm led sales and marketing efforts in the athletic footwear industry at both Brooks and Reebok.
Table of Contents-
  • Preface ......................................................ix Chapter 1 Who Are You and Why Should We Care? .....................................................1 Chapter 2 Customer Engagement .....................................................11 Chapter 3 It's Story Time! .....................................................21 Chapter 4 Creating Your Content .....................................................33 Chapter 5 If Content Is King, Then Distribution Is Queen: How to Manage Your Story Across Social Media .....................................................43 Chapter 6 Social Media Analytics: CSI Meets Advertising .....................................................57 Chapter 7 Social Media Marketing Best Practices .....................................................69 Chapter 8 The New Front Line .....................................................81 Notes ..................................................................................................89 References .............................................................................................91 Index ...................................................................................................95
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Herding Cats
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A Strategic Approach to Social Media Marketing
Andrew Rohm
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