000			02112cam a2200217 i 4500
020			_a9780749473563 (paperback)
082	0	0	_a658.870 028 5 _bDAM/U
100	1		_aDamian Ryan
245	1	0	_aUnderstanding social media: _bhow to create a plan for your business that works/ _cby Damian Ryan
260			_aLondon: _bKogan Page Limited, _c2015.
300			_axix, 277 pages : _billustrations ;
520			_a"Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on the experiences of over 200 marketers to create a comprehensive guide to current practice including:- Creating a social media program - Understanding stakeholders such as blogs, networks and Web 2.0 - Rules governing the relationship between search and social - Case studies from successful and failed campaigns - Budgeting for social media activities - How to set key performance indicators (KPIs) - Understanding social media ROI - Customer experience - Building a social media team - Analytics and creating a social media dashboard - Risk assessment and risk management in social media "--
520			_a"Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips of over 200 digital marketers and interviews with social media superstars, it is an extensive crowd-sourced guide to social media platforms. Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available"--
650		0	_aInternet Marketing
650		0	_aSocial Media
650		0	_aMarketing
650		0	_aStrategic Planning
650		7	_aManagement
650		7	_aApplied Sciences
942			_cBK
999			_c69768 _d69768