Social Media Strategy - 2nd Edition by Julie Atherton

About the Book

Create a long-term, integrated customer engagement strategy using effective social media campaigns that will enhance ROI across digital channels, employing structured and practical guidance in addition to global case studies.

Book Synopsis

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments.

Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through:

- Identifying and targeting audience segments
- Maximizing social search
- Enhanced reputation management
- Managing a diversified influencer portfolio
- Selecting the right channels for organic and paid social
- Creating a process and structure to improve efficiencies
- Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

Review Quotes

"

Julie's analysis and insight into the contemporary social media landscape is enlightening and entertaining - and chock-full of real-world examples any brand manager operating in the modern social space can live and learn by.
From reputation management, to influencer and advocacy activity, Social Media Strategy packs in interviews, case studies and takeaways which are both illuminating and practical.

"-- "Tom Dennis, Head of Content Marketing, English Heritage"

"

Social media continues to move at a dizzying pace, and this timely and inspiring second edition guides readers using solid strategic principles that are timeless.
It offers practical advice on how to understand markets and consumers to create compelling campaigns, where social media is intrinsic to wider business objectives. Case studies and examples are supported by fascinating and candid interviews, and theory is clear and can be easily applied.
A must-read for anyone interested in how to design and deliver successful social media strategy.

"-- "Tamsin McLaren, Senior Lecturer in Marketing, University of Bath, UK"

"A breath of fresh air to creatives who thrill to the freeing constraints of a carefully considered and thoughtfully defined social campaign strategy. This is 30 years' experience and expertise from a social pioneer distilled into an easy-to-navigate guide, updated with provocative interviews and illustrated with compelling case studies. It's not just a handbook on how to develop strategy. It's a handbook on how to inspire breakthrough campaigns that use social media to activate the power of the brand, leverage the differences between social networks and unleash the power of one-to-millions marketing. Not for the sake of awards. Or even campaign KPIs. But for enduring brand, business and customer value."-- "Debi Bester, Founder & Chief Innovation Officer, Department of Change"

"A must for anyone engaged in social media. This book manages to be both at the cutting edge, forward thinking and a definitive reference of the best approaches to social. Frankly, it might put me out of a job."-- "Adam Fulford, Strategic Consultant, The Thread Team"

"Clear and insightful. This book is the go-to guide for creating a far-reaching social media strategy for your brand, corporate campaign or cause."-- "Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Life Medicom"

"In this new edition Julie Atherton shares her extensive experience and continues to de-mystify the world of social media to produce a practical, research-based guide to the successful creation and implementation of social media marketing strategies. The new edition adds up-to-date case studies and covers the impact of emerging AI technologies. The book remains exceptional in linking this to wider marketing strategy and deals effectively with the difficult issue of the development of the brand in social media. I have no hesitation in recommending the book for all those interested in understanding and developing the opportunities for effective customer engagement in this fast moving and fascinating world."-- "Matthew Housden, Principal Lecturer, University of Greenwich, Visiting Professor, Grenoble Ecole De Management"

"Social media marketing is no longer optional, and those who use it without a clear underpinning strategy run the risk of losing ground to those who do. Julie Atherton carefully unpacks the winning formula for effective social media marketing in this engaging, stimulating and thought-provoking key text. I strongly recommend that any marketer worth their salt should have a copy of this book on their shelf."-- "Rob Angell, Associate Professor in Marketing Research, University of Southampton, and Co-founder, Angell Sloan Research, University of Southampton"

"Social media without the strategy is just, 'stuff'. Avoid this by using Julie's book and the principles in it as your North Star, creating social campaigns that deliver both commercial and creative value for the brands and organisations you work with."-- "Emma Perrett, Strategy Consultant, Industry Unlimited"

"Social Media Strategy brings together traditional models with the most current of social trends. This is a must read for established industry leaders to keep on top of their game as well as providing a great insight for those wanting to work in the sector."-- "James Eder, business coach and Co-founder, Student Beans"

"The first book opened our eyes to the importance of social media to achieve our business aims. In this second edition, Julie has taken this to another level with invaluable learning and expert insights, a perfect mix in today's world."-- "Thomas Pinington, Managing Director, Pinington"

"This book is the perfect guide to the contemporary digital culture that we are all now immersed in. Social media marketing is now such a huge influence within the consumers choice of brands and customer engagement, that this book is an essential tool in understanding it. On a personal note, Julie has been a huge supporter of our degree course and is a highly knowledgeable and informed person within the realms of social media."-- "Lee Thomas, Course Leader B.A. ( Hons ) Advertising, University of South Wales"

"This is a powerful and practical social media strategy guide to what makes truly great work, how to implement it and importantly how to measure it. An essential read for anyone who wants to implement successful social media campaigns. Highly recommended."-- "Pete Markey, Chief Marketing Officer, Boots UK"

"This is so much more than a social media 'how to' book. By showing where social integrates with the full suite of marketing tools and channels Julie has created a mini marketing handbook too. It's held together by her strong but simple ABC (audience, brand, campaign) model, and usefully covers social in the context of important marketing practices like brand purpose, behavioural economics, and customer journey planning. Interspersed with case histories and interviews with marketing leaders, it was a great read."-- "Mark Runacus MBE, Strategist, Acting Chair of Outvertising"

"This new edition is an essential, encyclopaedic tool that offers actionable guidance supported by real-world examples and insights, making it an indispensable guide for achieving success in an ever-changing social media landscape. Julie's expertise is evident throughout, making this edition an invaluable resource for anyone from experienced leaders to those just getting started."-- "Deborah Womack, Marketing Transformation Leader, and Founding Member of BRiM (Black Representation in Marketing)"

"This new edition successfully combines the theoretical and practical, balancing updated, contemporary cases and interviews with a pragmatic readable approach. It will help anyone in business (or studying it) navigate the rapidly changing technological and social media landscape. The book knits together business purpose with customer/audience understanding, to provide a solid strategic base for successful social media and/or influencer activity. An important read for anyone in the business."-- "Professor Donald Lancaster, MBA Programme Director, University of Exeter"

"While social media platforms may evolve and change, the fundamental principles of effective social media strategy remain relevant. This book focuses on these timeless principles, providing you with a solid foundation that can be applied across different platforms and adapt to future trends."-- "Paul Wickers, CEO and Founder, Huggg"

About the Author

Julie Atherton, MBA, based in Bristol, UK, is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.