TY  - BOOK
AU  - Mahoney,L.Meghan
AU  - Tang,Tang
TI  - Strategic social media: from marketing to social change 
SN  - 1119259193
AV  - HM742 .M34 2017
PY  - 2017///
CY  - Chichester, West Sussex, UK
PB  - Wiley-Blackwell
KW  - Social media
KW  - Marketing
KW  - Social marketing
KW  - Internet marketing
KW  - Online social networks
KW  - User-generated content
KW  - fast
N1  - Includes bibliographical references and index; Understanding social media and social behavior change -- Information diffusion - Establishing community -- Mobilizing your audience -- Transforming audiences into users -- Active within structures -- Best practices for social media engagement -- Mobile marketing and location-based applications -- Reconsidering the long tail -- Social media business models -- Social media marketing strategies -- Evaluating social media marketing -- Social media and health campaigns -- Social media and civic engagement -- Communication for development -- Social media and entertainment-education -- Integrating old with new -- Social media for social behavior change -- Arguing for a general framework for social media scholarship -- The future of social media
N2  - This book provides an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals
ER  -