Contemporary Issues in Social Media Marketing
https://www.routledge.com/Contemporary-Issues-in-Social-Media-Marketing/Rishi-Bandyopadhyay/p/book/9781138679184
Summary
Contemporary Issues in Social Media Marketing is ideal for marketing professionals, researchers, and acadmics using social media marketing to understand the customer journey, CRM, strategy, goals, and objectives.
Client Quote
In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void.
—Edited by Bikramjit Rishi and Subir Bandyopadhyay
Challenge
While researching social media marketing, the editors—Bikramjit Rishi and Subir Bandyopadhyay—found a number of books by practitioners. However, they did not find a single book that compiles the extant academic resaerch on social media marketing. This academic reserach is disseminated through a number of academic journals in the marketing field such as Journal of Marketing, Journal of Interactive Marketing and Journal of Digital and Social Media Marketing. As a result, there is a lack of academic text books on social media marketing that disseminate the theories and empirical research findings. The expectation is that this book will fill a critical void in the academic literature of social media marketing.
Approach
Social media have numerous applications in business, especially in the B2C (business to consumer) environment. In the B2B (business to business) environment, the application of social media is comparatively limited. This is because the perception is that social media sites cannot support B2B marketing goals and objectives.
In the chapter co-authored by Dr. Roisin Vize and Monique Sherrett, “Social Media Marketing for B2B: from information to decision to retention,” we propose a conceptional model of how social media can be effectively implemented in a B2B context and offer frameworks for performance measurement.
As a marketing practitioner, my contribution focuses on the frameworks, practical recommendations, and best-practice case examples that highlight strategies a marketer can consider as they design, plan, and integrate social media content for the modern, socially connected B2B buyer.
Results
In line with book’s mandate, our chapter explores the benefits and challenges of social media marketing from a B2B perspective and synthesizes theoretical and practitioner frameworks for social media strategy, tactical implementation and performance measurement.
Completed on December 2018