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Content marketing : think like a publisher how to use content to market online and in social media / Rebecca Lieb Indianapolis : Que, 2012271 tr. ; cm.Content marketing basics. What is content marketing, anyway? -- |t Why is content important now? -- |t You're a publisher; think like one -- |t What kind of content are you? -- |t Content that entertains -- |t Content that informs and educates -- |t Providing utility -- |t Content curation and aggregation -- |t Finding a voice -- |t Getting tactical: content nuts & bolts. Overview of digital content channels -- |t Content and SEO -- |t Content and PR -- |t Content and advertising -- |t Content marketing for live events -- |t Content and customer service -- |t Content and reputation management -- |t User-generated content -- |t Content distribution and dissemination -- |t Whose job is content? -- |t How to conduct a content audit -- |t How to analyze content needs -- |t The content workflow -- |t Never over: post-publication. Listening...and responding -- |t Remaking, remodeling, and repurposing content -- |t Tools of the trade -- |t Yes, but is it working? Content metrics and analytics.
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Social media communication : concepts, practices, data, law and ethics / Jeremy Harris Lipschultz New York : Routledge, 2021367 tr. ; 26 cm."This updated third edition presents a wide-scale, interdisciplinary guide to social media. Examining platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics - all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry's leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Among other changes, updates to the third edition include a deep dive into new approaches to analytics, as well as greater discussion of law and ethics in light of the Facebook Cambridge Analytica scandal, the roll-out of GDPR and new case law relating to social media. Social Media Communication is the perfect social media primer for students and professionals, and, with a dedicated teaching guide, ideal for instructors, too"
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