Chapter 1
Understanding Social Media Marketing
IN THIS CHAPTER
Understanding social media’s role in social influence
Discovering the different roles played by social media participants
Knowing what types of influencers you’re marketing to
Coordinating your efforts with other types of marketing
Moving beyond corporate marketing
When marketing online, you design websites, run display banner advertising, publish videos to YouTube, and push your website listings higher up in the search engine rankings to promote and sell products. It’s easy to forget how people actually buy. It’s easy to assume that the potential customers are lonely people crouched over their computers late at night, choosing what products to add to a shopping cart — isolated from the real world and their family and friends.
But in reality, that’s not how people buy online today. It might have been the case in the early days of the web, when the people spending time online were the early adopters and the mavericks, ...
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