Social Media Marketing: A Strategic Approach

Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions also address a full range of online and offline elements you can use to create a viable personal branding strategy. You learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition summarizes many of today’s best practices for marketing activities on social media platforms to assist you in functioning most effectively and dealing with the rapid change that is a hallmark of social media.

Melissa S. Barker is a digital marketing consultant, international keynote speaker, and founder of Strategy Now LLC. She has been helping businesses with social media strategy for over a decade. Melissa specializes in working with technology companies, notable clients include Palo Alto Networks, Mineral, StackPulse, Hubb, Act-On Software, Jive Software, Allstream, Instore, and Siber Systems. She has co-authored six leading-edge textbooks. She created the first accredited social media marketing certificate in Washington State. In addition, Melissa developed and teaches the Social Media Master Certification™ to help small business owners and the next generation of marketers.. She has been a speaker at ITEXPO, Digital Summit, Innotech Oregon, and interviewed on television and podcasts. Melissa holds an M.B.A. from the Atkinson Graduate School of Management and a B.A. in public relations from Gonzaga University. For more information about Melissa, visit: www.melissabarker.com.

Donald I. Barker has authored, coauthored, and contributed to 41 cutting-edge and best-selling textbooks on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. He holds an M.B.A. from Eastern Washington University, with an emphasis in marketing research. As an assistant professor of information systems at Gonzaga University, he was honored with the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference. He also received numerous Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote a popular column for the magazine. For more information about the author, visit: www.donbarker.com.

Nicholas F. Bormann holds a Ph.D. in economics at George Mason University). He received his undergraduate education at Gonzaga University, graduating with a B.S. in economics and a B.A. in political science, with a concentration in women’s/gender studies. Dr. Bormann is a two-time recipient of the Albert Mann Award for intercollegiate policy debate and qualified for the National Debate Tournament four times, advancing to elimination rounds twice. A member of Omicron Delta Epsilon, the economics honor society, his 2010 paper on the effect of state minimum wage laws on unemployment was presented at the Spokane Intercollegiate Research Conference. For more information about Dr. Bormann, visit: www.linkedin.com/in/nfbormann.

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012–2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's article, "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.