Brand Community Management In Social Media

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The Complete Social Media Community Manager S Guide

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Author : Marty Weintraub
language : en
Publisher: John Wiley & Sons
Release Date : 2013-01-04

The Complete Social Media Community Manager S Guide written by Marty Weintraub and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-04 with Business & Economics categories.

A unique approach to today's hottest new job in social media Today's social community managers use social media platforms and act as brand evangelists and community advocates. From creating viral content to crisis communication to leveraging community content, social managers manage online social communities and deal with what comes. Luckily, The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success is the perfect resource for how to do this increasingly high-profile and crucial job. The book features proven tactics and techniques for effective management and includes more than 40 field-tested tools and templates. If you're a social community manager, learn how to grow a community and achieve the results you need. Topics include a detailed guide to today's social media platforms, how to organize and successfully share content, using metrics and reporting, and more. Helps social media community managers develop, cultivate, and convert their social media communities Does a deep dive into today's crucial social media platforms Provides a complete toolkit of over 40 field-tested tools and templates on everything from how to craft a plan to developing an editorial calendar, tracking results, and more Explains how you can organize and successfully share content among your target community and how to leverage that content to further amplify your message The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success is a must-have resource for one of the hottest new careers in today's social world.

Online Brand Community Management For New Products

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Author : Jungyoun Lee
language : en
Publisher:
Release Date : 2015

Online Brand Community Management For New Products written by Jungyoun Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.

Firms have recently sought to maintain a vibrant brand community by incentivizing consumers to generate and spread word-of-mouth (WOM) about their brands via web-based social media. This effort requires an understanding of how consumers are motivated to share their experiences with other consumers. However, despite the widely recognized role of the social network structure in shaping individual's decisions, there are few studies in the marketing literature examining the association between consumers' structural properties in brand communities and their WOM activities. This study aims to show the impact of time-varying consumer-specific network topology on consumers' decision to generate brand-related WOM. Music fandom, a type of a brand community established around a particular media figure, is chosen along with unique data crawled from online social network platform Twitter. This study finds that consumers' decisions to share brand-related experiences are significantly motivated by the local-level structural properties of a brand community, suggesting that the formulation and implementation of an effective marketing strategy to maintain a vibrant brand community should involve a comprehensive consideration of the opportunities and constraints embedded in the configuration of consumers' local networks.

Online Brand Communities

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Author : Francisco J. Martínez-López
language : en
Publisher: Springer
Release Date : 2015-12-11

Online Brand Communities written by Francisco J. Martínez-López and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Business & Economics categories.

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

The Community Manager S Playbook

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Author : Lauren Perkins
language : en
Publisher: Apress
Release Date : 2015-01-05

The Community Manager S Playbook written by Lauren Perkins and has been published by Apress this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-05 with Business & Economics categories.

Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you’ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into consumers, increase revenue, improve consumer loyalty, and enhance customer service efforts. Companies now have the unprecedented opportunity to integrate their brand’s messaging into the everyday lives of their target audiences. But while supporting the growth of online communities should be at the top of every company’s priority list, all too often it falls by the wayside. That’s why brand strategy expert and digital marketer Lauren Perkins wrote The Community Manager’s Playbook (#CMplaybook on Twitter), a must-read guide for business and brand builders who need to strengthen their approach to online B2C community management and customer engagement. As Perkins explains, if companies want to create thriving online communities focused on their product or brand, they must do more than simply issue a few tweets a day, create (and then abandon) a Facebook page, and blog every once in a while. Instead, organizations of all sizes must treat community management as a central component of their overall marketing strategy. When they do, they will be rewarded handsomely with greater brand awareness, increased customer use and retention, lower acquisition costs, and a tribe of consumers who can’t wait to purchase their next product. Perkins not only teaches readers how to build an engaging community strategy from the ground up, but she also provides them with the tactical community management activities they need to acquire and retain customers, create compelling content, and track their results along the way. Distinctive in its comprehensive, step-by-step approach to creating online communities that are fully consistent with a company’s existing brand voice, The Community Manager’s Playbook: Explains how excellent community management provides a competitive advantage with a large impact on sales Provides an in-depth overview of brand and business alignment Teaches readers how to identify their community's online target audience and influence their needs and wants Details the appropriate online channels through which content should be distributed Champions the use of an agile approach through repeated testing to maximize the return on every company investment Discusses the many diverse metrics that can be used to measure community scope Today, there is no brand strategy without a community strategy. Companies that are not developing communities are losing control of their brands and missing opportunities to optimize their marketing investments. With The Community Manager’s Playbook as their guide, however, marketing professionals and the companies and brands they represent will be equipped with the tools they need to manage their online marketing efforts, engage their core customers at every level, leverage community insights into the product development cycle, and ensure that their messaging is heard across all corners of the digital landscape.

Computer Mediated Marketing Strategies Social Media And Online Brand Communities

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Author : Bowen, Gordon
language : en
Publisher: IGI Global
Release Date : 2014-10-31

Computer Mediated Marketing Strategies Social Media And Online Brand Communities written by Bowen, Gordon and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-31 with Business & Economics categories.

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Computer Mediated Marketing Strategies

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Author : Gordon Bowen
language : en
Publisher:
Release Date : 2015

Computer Mediated Marketing Strategies written by Gordon Bowen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Internet marketing categories.

"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--

Fostering Brand Community Through Social Media

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Author : Jr. William F. Humphrey
language : en
Publisher:
Release Date : 2016-02-15

Fostering Brand Community Through Social Media written by Jr. William F. Humphrey and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-15 with Branding (Marketing) categories.

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

Influencer Marketing

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Author : Sevil Yesiloglu
language : en
Publisher: Routledge
Release Date : 2020-11-29

Influencer Marketing written by Sevil Yesiloglu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-29 with Business & Economics categories.

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.

Building Brand Identity In The Age Of Social Media Emerging Research And Opportunities

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Author : Ekhlassi, Amir
language : en
Publisher: IGI Global
Release Date : 2018-01-12

Building Brand Identity In The Age Of Social Media Emerging Research And Opportunities written by Ekhlassi, Amir and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-12 with Business & Economics categories.

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.

Online Brand Communities Value Creating Capabilities Of Brand Communities On Facebook

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Author : Bastian Bakeberg
language : en
Publisher: Anchor Academic Publishing
Release Date : 2016-05

Online Brand Communities Value Creating Capabilities Of Brand Communities On Facebook written by Bastian Bakeberg and has been published by Anchor Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05 with Business & Economics categories.

This study examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Following four value creating practices are discovered: ‘exchanging brand narratives’, ‘celebrating brand love’, ‘support and information resource’, and ‘pressure valve for discontent’. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers ́ lives. This study extends research on brand communities and the findings enhance understanding why/how consumers engage online with brands and other members.