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Marketing Communications in Social Media

  • Chapter
Social Commerce

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

1. List and define the six social media promotion steps. 2. Identify the key social media communication objectives. 3. Explain how to select social media tools and platforms to achieve campaign objectives. 4. Compare and contrast the essentials of owned, paid and earned media. 5. Give examples of several owned social media channels and tactics. 6. Explain the advertising formats for social media.

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Author information

Authors and Affiliations

  1. Pacific Institute for ISM, University of Hawaii, Honolulu, HI, USA

    Efraim Turban

  2. Managerial Sciences Department, University of Nevada, Reno, NV, USA

    Judy Strauss

  3. School of Business, Macao Polytechnic Institute, Rua Luis Gonzaga Gomes, Macao

    Linda Lai

Authors
  1. Efraim Turban
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  2. Judy Strauss
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  3. Linda Lai
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© 2016 Springer International Publishing Switzerland

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Turban, E., Strauss, J., Lai, L. (2016). Marketing Communications in Social Media. In: Social Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-17028-2_4

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