Social Media Marketing – available now!

Social Media Marketing - Theories and ApplicationsMy new book, Social Media Marketing – Theories and Applications, is now officially available from your favourite book seller – including on your e-reader of choice…

As you might expect, the book isn’t another book showing you how to create yet another Facebook page by clicking here there and everywhere. Rather, the aim is to critically reflect how social media has become such a powerful force, where we are in terms of research explaining the phenomena associated with it – and in how far we can use existing theories to explain and guide future marketing campaigns using this dynamic environment.

The book is trying to approach social social media from four different “directions”: the actors, the platforms, the content and the context.

In the first part, actors, the book looks at consumer behaviour and marketer actions in a social media context – and how the two interact. The second part, platforms, takes a look at the development and merging of different platforms – and their social relevance and components. Having examined the why and where social media interactions occur, the third part of the book aims to bring together core concepts that make content “work” or successful on social media especially for social media marketers: This part debates persuasiveness, engagement – and the all important word of mouth, both on- and off-line. In the final part, the book focuses on the wider context of social media: From how to critically approach the data deluge that social media (and other online media!) produce when trying to measure the success of campaigns to ethical implications for marketers and researchers.

Throughout the book I have incorporated a number of examples from around the world: China, Canada, Sweden and Singapore are just some of the countries from which you can find examples of successful (and not so successful!) campaigns in the book. And the examples range from commercial campaigns run by multinational companies, such as American Express or Unilever, to non-commercial uses of social media (with examples from charities, human rights organisations and social marketing).

To find out more about the book, please head over to for more information, and even a sample chapter!
Or you can buy it directly from Sage – or check out Wikipedia – or ISBNs for some more sources. And if you are in London: there appears to be one copy available from Foyles in Charing Cross (check here)!

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