Principles and Strategies


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. He is also a prolific academic researcher in marketing and was recently named by the American Marketing Association as one of the top-20 most productive marketing professors in the world based on publications in the premier marketing journals.

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. Yakov has taught undergraduate, MBA, and PhD courses and delivered executive training in Bangladesh, France, Russia, Singapore, Taiwan, the UK, and throughout the United States. He has also worked with numerous companies, including such industry leaders as General Motors, Google, Havas, Intel, and WPP. Yakov holds a PhD and an M.S. in business administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a diploma in mathematics from Moscow State University. Prior to joining Northeastern University, he was a marketing professor at INSEAD and visiting faculty at the Wharton School.


A better way to teach a social media marketing course. The digital textbook is updated 2-3 times a year and is available on all of your devices.

social media screenshots

Official Publication Date: 08.05.15


Stukent was a great place to practice and play with the tools I will be using in my career. This is a priceless tool that has given me confidence with Adwords, landing pages and emails that a textbook would never have been able to do. Mackenzie Campbell of St. Lawrence College

This textbook was extremely beneficial to the success and progress I made in my Social Media Marketing course. The information was easy to understand yet included enough information to fully inform me on the subject. The quizzes at the end of each chapter were especially helpful in ensuring I was understanding the material I was reading. Marissa Morales of Centenary University


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 Case Study: Digital Transformation at Disney World

Chapter 14 Case Study: American Eagle Outfitters Skinny Skinny Jeans

Chapter 15 Case Study: Imagine Dragons and Their Superfans

Chapter 16 Case Study: Beyoncé

Chapter 17 Case Study: Mountain Dew and Flavor Crowdsourcing

Chapter 18 Case Study: Delta Air Lines and @DeltaAssist

ISBN: 978-0-9907983-2-3