Social Media Marketing Essentials You Always Wanted To Know

1. Introduction to Social Media

1.1 Introduction to Social Media

1.2 History of Social Media

1.3 Major Social Media Platforms

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Chapter Summary


2. Social Media Marketing (SMM)

2.1 Social Media Marketing

2.2 Importance and Scope of Social Media Marketing

2.3 Advantages and Disadvantages of Social Media Marketing

2.4 Traditional Media vs. Social Media

2.5 Social Media vs. Traditional Media as Parts of the Media Mix

2.6 Organic Versus Paid Marketing

2.7 Influencer Marketing

2.8 Competitor Analysis Using Social Media

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Chapter Summary


3. Social Media Marketing Strategies

3.1 Plan vs. Strategy

3.2 Social Media Marketing Plan

3.3 Process of Designing Social Media Strategies

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Chapter Summary


4. Content Designing for Social Media Platforms

4.1 Content Creation

4.2 Process of Content Creation

4.3 The Four Cs of Content Marketing

4.4 Major Forms of Content

4.5 Designing the Content Mix

4.6 Content Creation Tools

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Chapter Summary


5. Facebook, Instagram, and Threads Marketing

5.1 Facebook Marketing

5.2 Instagram Marketing

5.3 Threads Marketing

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Chapter Summary


6. X (Formerly Twitter), LinkedIn, YouTube, and Pinterest Advertising and Marketing

6.1 Twitter (now X) Marketing

6.2 LinkedIn Marketing

6.3 YouTube Marketing

6.4 Pinterest Marketing

6.5 Using Hashtags

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Chapter Summary


7. Metrics of Social Media Marketing

7.1 Process of Evaluation of a Social Media Marketing Program

7.2 Parameters to Measure the Impact of Social Media Marketing (Social Media Marketing Metrics)

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Chapter Summary



8. Ethics in Social Media Marketing

8.1 Ethical Issues in Social Media Marketing

8.2 Fundamental Ethics of Social Media Marketing

8.3 Best Practices for Ethical Social Media Marketing

Exercise

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Chapter Summary

Bibliography

Dr. Kavita Kamath is a faculty member at RMD Sinhgad School of Management Studies, a NAAC ‘A++’ Accredited institute, affiliated to Savitribai Phule Pune University (SPPU), ranked among the top 10 universities in India. She has a doctorate in social media marketing, an MBA in marketing management, and a bachelor’s degree in commerce. She also conducts corporate training programs. She has published her research work in several national and international peer-reviewed journals.

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.

Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.

Social Media Marketing Essentials is a must read for anyone wanting to learn about the world of social media either for understanding organic or paid marketing. The ‘eyeballs’ that are spent on social media only continue to increase making it a key part of any marketing strategy these days. I enjoyed finding the history of these social media companies and the summary of their ad formats, and media measurement metrics in one place! The book provides a good first-principles-based understanding of the key social media platforms - this is really helpful since the social media landscape changes at a really fast pace but once you understand the basics well, it becomes much easier to navigate through the changes whether it’s a new content engagement format on an existing network like Instagram or a net new social media network that gains popularity in the next 5 years. Highly recommend this book. 
-- Mr. Venkatraman Prabhu Director, Product Management, Amazon, USA.

This book written by Dr. Kavita Kamath Dhumal really captured the purpose of social media marketing in detail and has been written in a simplistic way to teach each and every aspect of marketing-basics to advanced strategies. As a finance person I never knew the intricacies of marketing campaigns and their evaluations but now I understand how every penny spent on various marketing vehicles may translate into revenue.
-- Mr. Gannesh Rao, Vice President, Sony Pictures Networks India

Fantastically written book. It has touched to all facts and aspects of social media promotions. Aligning to today's market expectations and challenges, it covers important areas of ethics, security to adhere for best practices. One who wishes to synergise social media profession, should read and try to align with business facts.
Best Wishes to author and book!
-- Aniket Asole - Business Growth Leadership in IT

As an academician, I feel a book like this, on one of the most dominant and vital topics of today’s business environment, is the need of the hour. The book has a good mix of theory and practical examples which will help readers quickly grasp the concepts. Facebook, YouTube, Instagram, Twitter, Pinterest, LinkedIn, and many more social media platforms have changed the marketing scenario and companies need to jump onto the bandwagon and use Social Media Marketing to grow their business. I would recommend this book to students of marketing, digital marketing, and social media marketing.
-- Dr. Kavita Adsule
Business Lecturer
GBS

This book is extremely informative and a must-read for anyone looking to learn about social media marketing. The basic concepts, social media strategies and other major concepts have been articulated using simple, easy-to-understand language. I’m sure the readers would thoroughly enjoy reading the book, as I did, especially because it is lined with examples, fun facts and figures. It will help readers get a clear understanding of all the essentials of social media marketing and would also benefit small businesses that have either recently adopted social media or plan on doing so. The author has covered all the important concepts, making this an essential read for students and budding digital marketing and social media professionals immensely.
-- Dr. Supriya Lakhangaonkar, Director,
Center for Teaching and Learning (CTL), Vishwakarma University,

The book is divided into 8 chapters covering social media marketing strategies, measurement metrics and ethical practices. The author has rightly identified the target audience and designed the content and flow of the text in a very smooth and interesting way. By introducing the reader to major social media platforms in the initial chapter, the author navigates through the journey of social media marketing practised by these platforms further into the book. Media marketing matrices – terms like engagement rate, social share of voice, ROI, audience growth rate, NPS, etc have been elaborated in lucid language. Fun facts, quizzes, flow charts and real life examples ensure an immersive reading. I definitely recommend this book.
-- Dr Milind A Marathe, Professor,
Sinhgad Institute of Management and Computer Applications

Simplification of any topic is the key and this book is easy to read, understand and comprehend the subject. It is informative yet compact, engaging and interactive by way of a quiz at the end of each chapter. It’s a practical guide that deals with the A to Z of social media marketing and its landscape that one can relate to in that particular geography. Dr. Kavita Kamath has chapters devoted to the description of social media platforms and has showcased relevant examples; this depicts the efforts taken to develop these chapters and then organize it in such a manner that every chapter ends with an excitement that hooks you to the next chapter.
-- Uday Zokarkar
Founder & CEO
Mantra Media Private Limited, Pune

I took a year off Social Media Marketing for health reasons and I really needed this book to get me back on track now that I am on the road to get back to the work forces
-- Karla Quintanilla
Net Galley Reviewer

Social Media Marketing Essentials You Always Wanted to Know, by Kavita Kamanth delivers on the authors titular promise. I found this book organized and easy to follow and highly recommend it to those looking to up their social media game!
-- Tara Leigh
Hachette & St. Martin’s Press,
Book Trade
Professional Author
United States
Net Galley Reviewer

Perhaps ten years ago, this book would have been helpful as part of an introductory series, but the information here is really basic and outdated. It's not even very well written.
-- Yvie Field
Sparks Academy
Educator Home schooling (all ages)
United States
Net Galley Reviewer

This was very dry. This is probably a good book if you know nothing about social media, want to learn more about it in general, but it didn't tell me anything I haven’t heard before. I thought it would give a better guide than essentially creating SMART goals and knowing your audience.
-- Clarke Gostelow
Net Galley Reviewer

"In the beginning there was MARKETING - that's how the beginning of the business bible would read.

According to the definition of the American Marketing Association (AMA), marketing is a set of institutions and processes for creating, communicating, delivering and exchanging offers that have value for customers, clients, partners and society as a whole. dr. Philip Kotler defines marketing as ""the science and art of researching, creating and achieving value in order to meet the needs of a target market at a profit. Marketing identifies unmet needs and wants. It defines, measures and quantifies the size of the identified market and the profit potential. It specifies which business segments can serve the best and design and promote more relevant products and services.

Therefore, this book is a new step forward in the development of marketing and its significance."
-- sanijela matkovič
Net Galley Reviewer

I found this to be so incredibly rudimentary, I can only imagine that it was written for senior citizens. Reading this made me think of the ...For Dummies series of books, but this was written as if it was literally written for someone that is actually some sort of dummy. At many points it reads like an essay paper written by a high-schooler simply trying to hit their word count. Just... no. There's nothing of value here.
-- Adam Weaver
Net Galley Reviewer

It's too basic for a college level class, most kids should have been exposed to this in high schools. Author introduction isn't good enough on the back cover. so he is skeptical about this.
-- Curt Hoff, Title: Professor of Practice
Department: Finance, Iowa State University

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