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Social Media Marketing: A Strategic Approach Paperback – March 9, 2012

ISBN-13: 978-0538480871 ISBN-10: 0538480874 Edition: 1st

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Product Details

  • Paperback: 400 pages
  • Publisher: Cengage Learning; 1 edition (March 9, 2012)
  • Language: English
  • ISBN-10: 0538480874
  • ISBN-13: 978-0538480871
  • Product Dimensions: 7.4 x 0.8 x 9.7 inches
  • Shipping Weight: 1.8 pounds (View shipping rates and policies)
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #207,735 in Books (See Top 100 in Books)

Editorial Reviews


"This book is a highly relevant, invaluable marketing volume for people, students and instructors who are interested in leveraging social media in a number of platforms….not just Facebook and Twitter."

"You would be capable of creating and implementing a social media plan once you have studied this book. It provides a full plan, complete with everything you need."

About the Author

Melissa S. Barker (B.A. in public relations/advertising, Gonzaga University) is the social media strategist for Oregon Public Broadcasting, where she designs and oversees the implementation of social media branding for the organization. She has coauthored four leading-edge textbooks, including Internet Research Illustrated, fifth, sixth and seventh editions, all bestsellers, as well as Social Media Marketing: A Strategic Approach. Melissa was instrumental in creating the first accredited social media marketing certificate in Washington State. She developed and teaches the certificate's core courses for Spokane Falls Community College, which include social media marketing, search engine marketing, and social media strategic planning courses. Melissa began her career as a social media marketing specialist for the international software company Siber Systems, where she doubled the company's presence on Facebook, Twitter, and LinkedIn within a few months. In recognition of her accomplishments, Siber Systems promoted her to the position of chief social media strategist. Melissa then became director of communications for Own Point of Sale, where she created and executed social media campaigns, as well as public relations, advertising, and other marketing efforts. As a social media strategist at Integra Telecom, Melissa developed and implemented comprehensive social media initiatives and taught executives and sales team how to build their personal brand with social media. At Jive Software, a leading enterprise social software maker, Melissa developed and supervised the execution of social media campaigns and trained the sales team on social selling. She has established herself as an authority on LinkedIn, Twitter, Facebook, and Google+, as well as achieving expert author status on EzineArticles. In addition, she is a sought after speaker at conferences such as InnoTech and ITEXPO. For more information about Melissa, visit: www.linkedin.com/in/melissasbarker.

Donald I. Barker (M.B.A., Eastern Washington University) has authored, coauthored, and contributed to thirty-five cutting-edge textbooks, many bestsellers, on subjects ranging from computer operating systems and expert systems to Internet research and social media marketing. He pioneered the "hybrid" college textbook, combining the power of the Internet with the convenience of paper to deliver the most up-to-date learning experience possible, along with devising the process for putting textbook ancillary materials online. In addition, Don was instrumental in establishing the lucrative practice of packaging student versions of software with textbooks. As an assistant professor of information systems at Gonzaga University, he was honored as the winner of the Best Theoretical Paper Award by the International Business Schools Computer Users Group Annual North American Conference and received several Jepson Scholarship Awards for notable publications in the field of artificial intelligence. As senior editor of PC AI Magazine, he wrote popular columns for the magazine and BotSpot.com. Before commencing his academic career, Don was a business development specialist for the Small Business Development Center in Spokane, Washington, receiving the award for Outstanding Leadership and Service to Small Business. In addition, he was the sales manager for the largest consumer electronics retailer in Spokane. Today, Don continues to push the technology envelope by authoring trailblazing textbooks, as well as developing and teaching innovative online courses. For more information about Don, visit: www.linkedin.com/in/donaldibarker.

Nicholas F. Bormann is currently pursuing a Ph.D. in economics at George Mason University (expected 2014). He received his undergraduate education at Gonzaga University, graduating with a B.S. in economics and a B.A. in political science, with a concentration in women's/gender studies. He is a two-time recipient of the Albert Mann Award for intercollegiate policy debate and qualified for the National Debate Tournament four times, advancing to elimination rounds twice. A member of Omicron Delta Epsilon, the economics honor society, his 2010 paper on the effect of state minimum wage laws on unemployment was presented at the Spokane Intercollegiate Research Conference. For more information about Nick, visit: www.linkedin.com/in/nfbormann.

Krista E. Neher (B.B.A., Wilfrid Laurier University) is the CEO of Boot Camp Digital, author of the Social Media Field Guide, international speaker and managing director of the Institute for Social Media at Cincinnati State Technical and Community College. Krista is a social media marketing pioneer, having created one of the first corporate Twitter accounts in 2007 when she was VP marketing at an Internet start-up company. By leveraging social media, Krista built the company to 40,000 registered users in four months, beating out competitors who spent millions of dollars on marketing. Prior to this work, Krista spent over five years at Procter & Gamble in a career spanning marketing and finance in which she worked on the largest global businesses. As the founder of Boot Camp Digital, a company that specializes in social media marketing training and consulting, Krista has worked with countless small and medium businesses as well as market leaders including Procter & Gamble, GE, 5/3 Bank, and the United States Senate Office of Education and Training. Krista speaks regularly at industry-leading trade shows, conferences, and corporate engagements around the world. As the managing director of the Institute for Social Media at Cincinnati State Technical and Community College, she created and manages the accredited social media marketing certification program. Krista is passionate about social media and has been an avid blogger and social network user since 2007. For more information about Krista, visit: www.linkedin.com/in/kristaneher.

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Customer Reviews

3.2 out of 5 stars

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By JoeMylar on January 20, 2014
Format: Paperback Verified Purchase
This book is a great read about the booming social media world that has invaded our lives for the better.
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Format: Paperback Verified Purchase
I purchased this book for a college business class and loved it. It's easy to understand, gives plenty of examples and simplifies the concept of marketing on social media. It's an easy read and easy to understand. If you want to learn how to market using social media, this book is perfect!
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Format: Kindle Edition Verified Purchase
I love this book it really has allowed me an aopportunity to score above average in my Social Media Course.
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