Chapter 4

SOCIAL MEDIA STRATEGIES

SOCIAL MEDIA STRATEGIES: SCOPE

SOCIAL MEDIA STRATEGIES: CULTURE

SOCIAL MEDIA STRATEGIES: STRUCTURE

SOCIAL MEDIA STRATEGIES: GOVERNANCE

SMM: ENGAGING USERS – CUSTOMER ENGAGEMENT IN SOCIAL MEDIA

COLLABORATIVE BRAND ATTACKS

COLLABORATIVE BRAND ATTACKS: DETECTING FIRESTORMS (CONT.)

COLLABORATIVE BRAND ATTACKS: PREVENTING FIRESTORMS

COLLABORATIVE BRAND ATTACKS: MITIGATING FIRESTORMS (CONT.)

VIRAL MARKETING

VIRAL MARKETING (CONT.)

DO SOCIAL MEDIA FANS WALK THEIR TALK? WHEN

CRITICISM SELLS MORE THAN ADVOCACY

INFLUENCER

MARKETING: HOW TO

GENERATE REVENUE

INFLUENCER MARKETING: THE

POWER OF NANO INFLUENCERS IN

SOCIAL MEDIA MARKETING

INFLUENCER MARKETING: MAXIMIZING ROI WITH INFLUENCER MARKETIN

INFLUENCER MARKETING ANALYTICS: HOW TO CALCULATE THE ENGAGEMENT RATE