Social Media Strategy, 3rd Edition

INDEX

Note: Page numbers in italics refer to figures or tables.

#NoDigitalDistortion campaign 13

• ABC approach 149–51

• action 22

• advocacy feedback 28

• AI platforms 27

• AIDA model 21

• Ainsworth, James 267–68, 278

• Armstrong, Paul 19, 275–78

• Asset models 55

• Atkinson, Ian 137–40

• audiences 4, 76–77

  • B2B profiles 114

  • brand opinion alerts 98

  • creating profiles 105

  • customer 77–78

  • dark social 103–5

  • engages 94–95

  • follower 77–78

  • Global brands 114–15

  • identifying concerns 98–99

  • pen portrait framework 106–8

  • segmentation variables 79–83

  • sentiment tracking graph 97–98

  • social listening see social listening

  • tracking brand opinion 96

  • variations 95–96

• awareness 21–22

• B2B purchaser 37

• B2B segmentation 80–81

• B2C marketers 37

• backlash feedback 28

• Baklanov, Nick 230