Social Media Marketing
KEY LEARNING OBJECTIVES
Apply Social Media Marketing Theory to Future Careers
See how social media marketing principles can influence marketing strategy and deliver real value to the company and its customers. Learn from the triumphs and failures of companies such as Disney, Delta, American Eagle, and more in eight social media marketing case studies.
Understand Social Media Metrics and Complete a Social Media Audit
Know the importance of social media metrics and the various types and formats. Learn the role metrics play in social media strategy and complete a comprehensive social media audit of a company’s social media activities and metrics as part of creating a strategic plan.
Execute Social Strategies on a Paid, Owned, and Earned Level
Understand the different types of social media and the strategies used for each. Practice planning and executing strategies for each type of social media.
Conduct Market Research on Social Media for New Product Development
Apply social media principles to product or service development, design, and launches. Learn how to use social media to stimulate demand for new products before and during a launch phase.
Table of Contents
Part 1: Introduction to Social Media Marketing
Chapter 1 – Social Media Revolution
Chapter 2 – Connected Customers and Social Interactions
Chapter 3 – Social Media Audit
Chapter 4 – Social Media Metrics
Chapter 5 – Strategic Usage of Social Media and Strategy Planning
Part 2: Social Media and Marketing Communications
Chapter 6 – Managing Social Media Communications and Planning Cycles
Chapter 7 – Designing Content for Social Media Communications
Chapter 8 – Using Paid Social Media – Advertising on Social Media Platforms
Chapter 9 – Using Earned Social Media – Seeding and Viral Marketing
Part 3: Other Marketing Applications of Social Media
Chapter 10 – Marketing Research Using Social Media
Chapter 11 – New Product Development and Launches Using Social Media
Chapter 12 – Managing Customers Using Social Media
Part 4: Case Studies
Chapter 13 – Digital Transformation at Disney World
Chapter 14 – American Eagle Outfitters Skinny Skinny Jeans
Chapter 15 – Imagine Dragons and Their Superfans
Chapter 16 – Beyoncé
Chapter 17 – Mountain Dew and Flavor Crowdsourcing
Chapter 18 – Delta Air Lines and @DeltaAssist
Chapter 19 – E2 Kickstarter
At Stukent, the goal is to bring relevant and updated materials to your classroom.
While much of the principles and content in this courseware are evergreen, much of the examples and stats are dated by choice of the authors.
For regularly updated social media marketing content and teaching materials, check out Stukent’s “Essentials of Social Media Marketing” courseware authored by Michelle Charello.
About The Authors
Andrew T. Stephen
Andrew T. Stephen is the L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Prior to joining Oxford, Andrew was a marketing professor at the University of Pittsburgh and INSEAD and earned his PhD in marketing from Columbia Business School in New York. Andrew is a globally recognized expert on social media marketing, has taught social media marketing to undergraduates, MBAs, and executives throughout the world, and has consulted with some of the world’s leading companies on this subject.
Yakov Bart
Yakov Bart is an assistant professor of marketing at the D’Amore-McKim School of Business at Northeastern University. Yakov has done research, teaching, and consulting throughout North America, Europe, and Asia. His research examining the impact of new digital technologies and social media on advertising effectiveness and competitive marketing strategies has been presented at numerous academic and business conferences across the globe, including the World Knowledge Forum.
Social Media Marketing Simternship™
KEY LEARNING OBJECTIVES
Write Targeted Social Media Ads
Students gain experience writing ad copy to increase engagement and drive conversions. They test different promotional strategies to create compelling ads for various social media platforms.
Perform Demographic Targeting
Students practice targeting various demographics through social media content creation and promotion.
Utilize Promotional Strategies
Students learn and use different strategies for earned, owned, and paid social media marketing. They analyze various forms of media and direct promotional strategies to maximize reach.
Measure Key Performance Indicators
Students learn how to measure KPIs and track social media marketing success. They make data-driven decisions to continually improve efforts.
Manage Budgets
Students learn how to manage thousands of simulated ad dollars and adjust spending to drive engagement and conversions on multiple social media platforms.
Schedule Content
Students practice scheduling social media content. They determine the most effective times to share content in order to maximize engagement and performance.
Simplify Education
with LMS Integration
Single Sign-on | Rostering | Grade Book Syncing | Deep Linking
