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Social Media Marketing

Social Media Marketing

Third Edition
Additional resources:

November 2017 | 448 pages | SAGE Publications Ltd
**Winner of the TAA 2017 Textbook Excellence Award**

“Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.”
TAA Judges Panel

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives:


1.      Community

2.      Publishing
3.      Entertainment
4.      Commerce

The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga.

The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.

Suitable for modules and courses on social media marketing.
Part I: Foundations of Social Media Marketing
Chapter 1. The Social Media Environment
Chapter 2. Social Consumers
Chapter 3. Network Structure and Group Influences in Social Media
Part II: Social Media Marketing Strategy and Planning
Chapter 4. Social Media Marketing Strategy
Chapter 5: Tactical Planning and Execution
Part III: The Four Zones of Social Media
Chapter 6. Social Community
Chapter 7. Social Publishing
Chapter 8. Social Entertainment
Chapter 9. Social Commerce
Part IV: Social Media Data Management and Measurement
Chapter 10. Social Media Analytics
Chapter 11. Social Media Metrics
Part V: Social Media Marketing in Practice
Case Zone: 10 Case Studies
Sample Social Media Marketing Plan: GONOW Vacations


Click for online resources

For Instructors:

  • Testbanks
  • PowerPoints
  • Instructors Manual
  • Additional Case studies
  • Author approved Youtube links
  • Coursepack

For students:

  • Learning Objectives
  • An Author Selected Social Media Zones YouTube Playlist
  • An Author Video on Social Media Marketing
  • Additional Case Studies
  • End Notes from the book

This is a delightful, practical book and a great addition to the marketer’s toolbox.  I have used the second edition successfully in the classroom, and I highly recommend this comprehensive update.  My favorite part is the ten relevant cases that bring social media marketing to life to deliver a valuable learning experience.   

Mark Burgess
President of Blue Focus Marketing and Adjunct Marketing Professor

Thebook is very useful but unfortunatly my course will finish in few weeks just before the publication of the new edition. It would be useful that new editions are publish during the summer to enable us to use them during the academic year.

Professor Laurie BALBO
Marketing, Grenoble Ecole de Management
September 10, 2020

This is a really useful book in a fast moving technological world

Ms Connie Nolan
The Business School (Canterbury), Canterbury Christ Church University
October 19, 2017

This book is very well laid out and is up to date for the students that are in the college, it is easy to read for FE students and the images are clear and helpful.

Miss Sam Shepley
Law, Oldham College
October 11, 2017

Social media Marketing is a well constructed and practical textbook that takes students through the challenges and benefits of social media marketing. In this ever-changing space the principles taught are relevant and appropriate and it is easy to adopt the examples and exercises. It is also really well-laid out - teaching such a visual medium it is important that the textbook also uses strong visual storytelling techniques.

Katrina McLachlan
School of Communication, University of South Australia - Magill
September 18, 2017

Sample Materials & Chapters

Chapter 2 - Social Consumers

For instructors

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