Chapter 9 Social Media Marketing
This chapter covers the following objectives:
* Define Social Media Marketing
* Explain why marketers find it necessary to engage in social media marketing
* Explain why social marketing media is not free
* Describe the ways in which marketing communications are different in social media from those in traditional mass media and online marketing
* Identify the elements of social media marketing strategy
* Explain what it means to build a community around a brand
* Discuss the differences among paid, owned, earned and shared media
* Identify metrics that can be used to measure the success of social media marketing campaigns
* Understand how to build your own personal brand in the Internet space
* Discuss the potential of location-based marketing