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