Social Media

Alex Fenton, Mostafa Mohamad, Ashley Jones

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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In this chapter you will: 1) understand the dynamics of social media-based communities, their composition and behaviours 2) learn to conduct a social media audit including competitor analysis 3) recognise the importance of a blog as a centre of digital presence development 4) use amplification strategies to develop brand presence explore the concept of social capital and its relationship to brand engagement activities 5) develop tactics for measuring social media based, their quality and quantity.
Original languageEnglish
Title of host publicationDigital and Social Media Marketing
Subtitle of host publicationA Results-Driven Approach
EditorsAleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz
Place of PublicationLondon
PublisherTaylor & Francis
Number of pages24
ISBN (Electronic)9780429280689
ISBN (Print)9780367236021
Publication statusPublished - 30 Apr 2020
Externally publishedYes

Publication series

NameDigital Transformation


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