ESSENTIALS OF SOCIAL MEDIA MARKETING
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ABOUT THE AUTHOR
Michelle Charello is a Senior Marketing Manager for a Fortune 500 company, currently responsible for global thought leadership and influencer marketing. She is also an adjunct faculty member at Bryant University where she teaches Digital Marketing. Previously Michelle was a content marketing manager, supporting the creation, distribution and amplification of content through paid, owned and earned media. For five years she was responsible for the management and marketing of an online education program with over 200 courses and 800,000 registered professionals in over 180 countries. She has managed the social media profiles of Fortune 500 executives, large corporations and small to medium businesses. She has led the social media efforts for large corporate campaigns and events such as the Department of Energy’s Solar Decathlon Competition in the United States and Europe, as well as the Paris Marathon.
She graduated magna cum laude from Bryant University with a degree in Marketing, and received her Master of Business Administration degree from Texas A&M University. She is an avid New England Patriots football fan, loves traveling and enjoys playing soccer.
TABLE OF CONTENTS
Chapter 1 – Introduction to Social Media Marketing
Chapter 2 – Developing Your Personal Brand
Chapter 3 – Social Media Marketing Strategy
Chapter 4 – Marketing with Facebook
Chapter 5 – Marketing with Instagram
Chapter 6 – Marketing with Twitter
Chapter 7 – Marketing with Snapchat
Chapter 8 – Marketing with Pinterest
Chapter 9 – Marketing with LinkedIn
Chapter 10 – Marketing with YouTube
Chapter 11 – Blogs, Vlogs, Podcasts and Webinars
Chapter 12 – Social Media Marketing Campaigns
Chapter 13 – Influencer Marketing with Social Media
Chapter 14 – Employee Advocacy
Chapter 15 – Social Media Policies and Crisis Response Plan
Chapter 16 – Social Media Advertising
Chapter 17 – Social Selling
Chapter 18 – Social Media Analytics & Proving ROI
ABOUT THE TEXTBOOK
Application and Strategy Approach
This textbook gives instructors access to concepts, application-based teaching materials, and real-world examples for students to experience hands-on learning now and meaningful preparation for future employment.
The social media world evolves at a rapid pace, and the ability for your curriculum to keep up with emerging technologies, platforms, tools, and strategies is vital for instructors and your students.
Paired with Mimic Social Simulation
Pairing the Essentials of Social Media Marketing textbook with the Mimic Social Simulation is the perfect way to teach and learn social media marketing. The textbook provides foundational concepts, and the simulation allows students to put those concepts into practice. Together they create a complete courseware package that saves instructors hours of prep time and helps students gain a real-world experience.
Loaded with Free Instructor Resources
This digital textbook is loaded with free instructor resources, including a customizable syllabus, lecture slides, quizzes, recorded video lectures by industry experts, student projects, and more.