Chapter 18 Social Media and Marketing 2014

This document discusses social media and marketing. It begins by outlining the key topics that will be covered, including describing social media and how they are used, creating a social media campaign, measuring social media, explaining consumer behavior on social media, tools in a marketer's social media toolbox, the impact of mobile technology, and developing a social media plan. It then proceeds to define social media, describe various social media platforms and how consumers use them, explain how to create an effective social media campaign including listening and different media types, and evaluate methods to measure social media.