Strategic social media : from marketing to social change by L. Meghan Mahoney, Tang Tang

By L. Meghan Mahoney, Tang Tang

Strategic Social Media is the 1st textbook to move past the selling plans and how-to publications, and supply an outline of the theories, motion plans, and case reviews priceless for educating scholars and readers approximately using social media to satisfy advertising goals.

  • Explores the simplest advertising practices for attaining enterprise objectives, whereas additionally supplying ideas that students/readers can practice to any previous, current or destiny social media platform
  • Provides accomplished remedy of social media in 5 certain sections: panorama, messages, advertising and enterprise types, social switch, and the future
  • Emphasizes social accountability and ethics, and the way this pertains to capitalizing on industry share
  • Highlights advertising and marketing concepts grounded in learn that explains how practitioners can impact viewers behaviour
  • Each bankruptcy introduces idea, perform, motion plans, and case reviews to coach scholars the ability and confident probabilities that social media hold 

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Today, Warby Parker has shipped more than 500,000 pairs of glasses in and employs over 100 people. Individuals may have been concerned with purchasing eyeglasses through an online distribution because they would not be able to walk into a showroom and try on frames as at a traditional retailer. To mitigate these concerns, Warby Parker developed a “Home Try-On Campaign” where consumers are able to order five pairs of glasses online, which are shipped to the customer’s home to try on at no charge.

Apple is not the only company to face a public relations crisis regarding the production of their goods. For nearly four decades Nike was under fire for outsourcing manufacturing plants to lessen costs (Rothenberg-Aalami, 2004). Human rights activists criticized Nike for taking advantage of child workers and for having destructive and unsafe working environments, while making billions of dollars in profit (Hill, 2009). The Nike brand was tarnished by this reputation of being associated with sweatshops.

Additional elements of brand transparency In addition to fostering the transparency of your products and their planned and perceived obsolescence, it is important to consider the profit transparency of your brand. You may want to share information with your customers about the wages and benefits for your employees. This is the most overlooked stage of transparency, as many do not believe it is the business of everyday consumers to know how much employees and CEOs make. However, one of the biggest fuels of the Nike scandal was how huge the margin was between the lowest-level employees and the employees at the top.

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