Tuten, Tracy creator author. text cau Los Angeles SAGE c2021 2020 4th ed. monographic eng

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xiii, 466 p.; "Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications, and harnessing social media data to yield consumer insights. The authors outline the 'four zones' of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new fourth edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing"-- Tracy Tuten. Includes bibliography and index. Internet marketing Online social networks Social media Economic aspects Online social networks Economic aspects HF 5415.1265 .T88 2021 9781529731989 9781529731996 2020935728 DLC 200325 20231116091602.0 21479547 eng