Social Media Marketing

Sound Social Media Theory for Any Platform

Foundation Text for Teaching Social Media Marketing

Social Media Marketing


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

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

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™

Social Media simternship


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

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