Marketing Communications in Social Media

Efraim Turban, Judy Strauss and Linda Lai
Additional contact information
Efraim Turban: University of Hawaii
Judy Strauss: University of Nevada
Linda Lai: Macao Polytechnic Institute

Chapter 4 in Social Commerce, 2016, pp 75-98 from Springer

Abstract: Abstract 1. List and define the six social media promotion steps. 2. Identify the key social media communication objectives. 3. Explain how to select social media tools and platforms to achieve campaign objectives. 4. Compare and contrast the essentials of owned, paid and earned media. 5. Give examples of several owned social media channels and tactics. 6. Explain the advertising formats for social media.

Keywords: Social Medium; Target Market; Social Media Platform; Marketing Communication; Social Media Tool (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-17028-2_4

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