RichardStep: Grow Yourself & Your Career

Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing. Sage Publications -

The 2020 edition of "Social Media Marketing" by Tuten and Solomon, published by SAGE, serves as a comprehensive, award-winning text analyzing digital strategy through a "four zones" framework. It integrates academic theory with practical, up-to-date applications regarding social community, publishing, entertainment, and commerce. Detailed information can be found at SAGE Publications. Social Media Marketing - Tracy L. Tuten, Michael R. Solomon

This zone covers branded games, celebrity gossip, and entertainment-based content. Historically, this included virtual worlds (Second Life), but in the 2020 update, it heavily focuses on livestreaming (Twitch, Instagram Live, TikTok Live) and gamified ads. The 2020 edition of "Social Media Marketing" by

Audience (A)

You cannot market without a target. The 2020 update places heavy emphasis on social listening and persona development based on digital anthropology. The authors warn against "vanity demographics" (age/gender) and push for "psychographics" and "contextual behavior" (what do they do online at 10 PM?). Define the Target Audience: Creating detailed personas to

—teaching readers how to conduct audits, identify target personas (the "Social Consumer"), and set measurable KPIs that align with overarching business goals. Strong Theoretical Grounding: running a contest

  1. Define the Target Audience: Creating detailed personas to understand who the brand is talking to.
  2. Define Goals and Objectives: Establishing SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
  3. Choose the Social Media Channels: Selecting the zones (from the framework above) that best reach the target audience.
  4. Choose the Tactics and Tools: Deciding on the specific actions (e.g., running a contest, posting a video series).
  5. Create the Content Strategy: Planning what to say (message) and how to say it (creative execution).
  6. Manage the Implementation: Budgeting, scheduling, and assigning team responsibilities.