TY  - BOOK
AU  - Evans,Dave
TI  - Social media marketing
T2  - Serious skills
SN  - 9780470344026 (pbk.)
U1  - 658.872 
PY  - 2008///
CY  - Indianapolis, Ind.
PB  - Wiley
KW  - Social media
KW  - Social marketing
KW  - Marketing
KW  - Soziomarketing
KW  - Soziales Netzwerk
N1  - Includes index; Part I The foundation of social media - Backlash -- The marketer's dilemma -- What is social media? -- Part II Month 1: Prepare for social marketing - Week 1: Web 2.0: the social web -- Week 2: The social feedback cycle -- Week 3: Touchpoint analysis -- Week 4: Influence and measurement -- Part III Month 2: Social media channels - Week 1: Build a social media campaign -- Week 2: Social platforms -- Week 3: Social content: multimedia -- Week 4: Social content: reviews, ratings, and recommendations -- Week 5: Social interactions -- Part IV Month 3: Complete your plan - Week 1: Objectives, metrics, and ROI -- Week 2: Present your social media plan
ER  -