In this chapter you will: 1) understand the dynamics of social media-based communities, their composition and behaviours 2) learn to conduct a social media audit including competitor analysis 3) recognise the importance of a blog as a centre of digital presence development 4) use amplification strategies to develop brand presence explore the concept of social capital and its relationship to brand engagement activities 5) develop tactics for measuring social media based, their quality and quantity.
|Title of host publication||Digital and Social Media Marketing|
|Subtitle of host publication||A Results-Driven Approach|
|Editors||Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz|
|Place of Publication||London|
|Publisher||Taylor & Francis|
|Number of pages||24|
|Publication status||Published - 30 Apr 2020|