Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement By Julie Atherton

Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton is a comprehensive resource for developing integrated digital marketing campaigns. The most recent second edition was published on October 3, 2023. Core Strategic FrameworkThe book centers on Atherton's ABC Model, designed to simplify strategic planning: 

• Audience: Using social listening to profile networked audiences and generate customer insights.
• Brand: Establishing a brand presence through purpose-driven content that attracts and retains consumer attention.
• Campaigns: Selecting organic and paid channels to meet specific commercial objectives like sales, leads, or awareness. 

Key Content & Features

• Practical Tools: Includes downloadable templates, frameworks, and a "clear road map" for planning and financial accountability.
• Case Studies: Features real-world examples from global brands such as National Geographic, Lego, Lush, Greggs, and TUI.
• Expert Interviews: Contains insights from industry leaders and influencers on topics like reputation management and social commerce.
• Modern Updates: The 2023 edition covers emerging technologies like AI and the metaverse, alongside post-pandemic shifts in consumer behavior. 

Chapters at a Glance

1. Understanding social media in business and marketing.
2. Integrated customer engagement and the digital customer journey.
3. Aligning social goals and KPIs with business objectives.
4. Audience profiling and social listening.
5. Driving action through integrated content marketing.
6. Channel selection for organic and paid campaigns.
7. Measuring and benchmarking success.
8. Influencer marketing from customers to celebrities.
9. Crisis and reputation management.
10. Future trends, including AI and social commerce. 

About the Author

Julie Atherton is the founder of the marketing consultancy 

Small Wonder. With over 30 years of experience, she has advised global brands like Nissan and Deloitte Digital and was awarded the IDM Educator of the Year in 2018.