book

Social Media Strategy, 3rd Edition

Name: Social Media Strategy, 3rd Edition
Author: Julie Atherton
ISBN: 9781398629448

by Julie Atherton

October 2026

Intermediate

312 pages

8h 29m

English

Kogan Page

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Cover
Endorsements
Titlepage
Dedication
Contents
List of online templates
List of Figures and Tables
FiguresTables
List of real-world examples
Contributors
Acknowledgements

Introduction: How to use this book
Who the book is forWhy I wrote this bookWhat the book containsHow the book is structuredBibliography
01 Understand how social media is utilized in business, marketing and interpreting customer expectations
Interview: Nisa Bayindir PHD, Consumer Psychologist and Digital Strategy Director, MHP GroupOur social lives: the ABC of social media strategyInterview: Tim Bond, Director, IPSOS in the UKSocial feasibility and accountabilitySocial futures todayBibliography
02 Integrated customer engagement: How to ensure your social media strategy integrates across the customer journey with your wider marketing and business development
The traditional marketing funnelThe digital marketing customer decision journeyThe win–win purchaseThe social first customer journeyInterview: Gareth Morgan, Founder and CEO, Liberty Marketing GroupThe emotional connection between customers and brandsReal-world example: John Deere and TikTokCustomer engagement and social mediaWhat level of engagement should you expect?Using social media to meet your wider marketing objectivesPutting customer engagement into actionInterview: Sam Beament, Content Strategist and Social Media LeaderBibliography
03 Getting started: Aligning social media goals and KPIs with your wider business objectives
Starting your strategyBusiness models in the digital ageBusiness strategy in the digital ageStrategic planning frameworksCreating SMART objectivesReal-world example: Greggs Pinterest collabIntroducing social media measurements and KPIsInterview: Katy Howell, CEO, Immediate FutureBibliography
04 Audience: Using social listening to profile your networked audience and generate customer insights for a global social media strategy
Understanding your audiencesCustomer, consumer, follower?Real-world example: National GeographicUnderstanding segmentation variablesInterview: Louise Newton, Head of Public Relations at Iglu Cruise and Iglu SkiWhat is social listening?Interview: Peter Szekeres, CEO and Co-founder, NeticleDark socialCreating profilesInterview: Lynsey Sweales, International Digital Consultant and AuthorB2B profilesGlobal social media audiencesBibliography
05 Brand presence: How to maximize visibility and drive action and engagement through integrated content marketing on social media
Why it is important to create a consistent brand presence in social mediaIntroducing the interdependent brand frameworkInterview: Nick Barthram, Strategy Partner, FirehausDelivering differentiation through contentHow to use integrated content marketing to represent your brand in social mediaReal-world example: Sylvia Plath AI: hero, hub, help content in actionUsing content marketing to drive action and engagementInterview: Ian Atkinson, Chief Marketing Officer, Pure CremationUsing behavioural economics to drive action and engagementIncreasing customer loyalty through social mediaBrand communities, loyalty and trustBibliography
06 Campaigns and communities: A step-by-step guide to organic and paid social media channel selection for your objectives and audiences
Getting started with channel planningThe ABC approachInterview: Will Francis, educator and speaker on digital marketing, ‘Ahead of the Game’ podcast hostUnderstanding your audienceSetting the brand stageDelivering campaignsInterview: Nick Barthram, Strategy Partner, FirehausChannel selection criteriaIntegrating organic and paidUsing the social media channel selection templatesInterview: Toby Horry, SVP Global Marketing, Merlin EntertainmentsUsing a social media content calendar to manage campaign deploymentReal-world example: Iglu Ski and Iglu CruisesBibliography
07 Measuring and benchmarking success: How and when do you know your social media strategy is working?
Why measure social media campaigns?The measurement levelsReal-world example: Petgevity brand awarenessSocial media measurement versus monitoringThe most important measurement calculations at a strategy and business levelInterview: Toby Horry, SVP Global Marketing, Merlin EntertainmentsBibliography
08 From customers to celebrities: Identifying and attracting a range of influencers to advocate for your brand
The importance of influencer marketingWhat is an influencer?Real-world example: GoPro Ambassador ProgrammeCustomers as influencersEmployees as influencersCore influencer goalsReal-world example: Dreams: using influencers and Mumsnet users to co-create new products – the Mumsnet Kindred and Spirit mattressesUsing influencers throughout the customer journeyReal-world example: Salesforce: creating a Super Bowl first with mega influencer MrBeast to demonstrate the power of Saleforce’s slackbot in ‘The Million Dollar Puzzle’Interview: Sophie Storm Roberts, Founder, Speaker, Adventure AthleteUsing influencers in campaign deliveryChoosing influencers to meet your strategyReal-world example: Working with creators and influencers to launch a roller coaster for Merlin EntertainmentsIdentifying and reviewing influencer profilesInterview: Nick Baklanov, Marketing and Research Specialist, HypeAuditorMeasuring influenceFake or real followers?Bibliography
09 Crisis and reputation management for social media and PR: A clear guide for the unpredictable
Understanding reputation managementPutting reputation management into practiceHow social media has changed reputation managementReal-world example: TUI UK – using social media to support customers and build brand reputationThe influence of AI on reputation managementWhen it all goes wrong: crises and reputationInterview: Amanda Wood, Founder and Consultant, AJW Corporate CommunicationsHow good crisis management can make a real differenceCrisis planning for your businessThe crisis communications planCrisis proofing: leadership, culture and authenticityInterview: Kate Hartley, Co-founder, Polpeo, and author of Communicate in a CrisisBibliography
10 Thoughts on the future of social: What will happen next?
Social media is the ‘oil in the engine’ of your businessCustomer centricity and community need to replace department silosInterview: Lynsey Sweales, International Digital Consultant and AuthorLearning to work alongside AI will increase creativityInterview: Kerry Harrison, AI Trainer, Speaker and ConsultantThe fragmentation of search means brand is more importantTechnological disruption means leaders need to keep a clear headInterview: Paul Armstrong, Emerging Technology Analyst, Advisor, Founder of TBD GroupIn conclusionBibliography
Index
Copyright

Content preview from Social Media Strategy, 3rd Edition

LIST OF REAL-WORLD EXAMPLES

Chapter 1

Dove – AI and brand ethics

iManage – Reddit AMAs

Chapter 2

John Deere – TikTok brand ambassadors
SAP – useful entertainment social media strategy

Chapter 3

Amazon – customer-focused brand
Nike – customer value ecosystems
Greggs – VMOST framework
Greggs – Pinterest Collab
Duolingo – building trust on TikTok
Trinny London – best practice on Threads

Chapter 4

National Geographic – audience focused approach
Iglu Cruise, Iglu Ski, Inghams – segmentation
O2 – social listening
McDonald’s – sentiment analysis
#hotsauceinmyhandbag – social listening discovery
Reddit and TikTok – social listening discovery
Aldi – authenticity
Norfolk Natural Living – authenticity
Prada – authenticity
Jo Malone – authenticity ...

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