Social Media Success. How Companies Can Develop a Successful Social Media Strategy and How They Can Measure Their Progress

      Аннотация: The Internet offers different ways for companies to make themselves visible and successful with their marketing activities. Due to its fast growing popularity, many companies have discovered the opportunities that arise from social media and have started marketing campaigns on the social web. However, most companies lack an appropriate social media strategy and a way to measure their social media success, which makes their social media activities a waste of time, or even harm their reputation. Due to the growing popularity of social media and as a response to the companies' social media misconduct, this book explains how companies can develop a successful social media strategy and how they can measure their progress. The book incorporates latest studies and developments and offers a guideline for companies to become successful on the social web. The developed strategy and measurement tools can be easily applied to any brand in the industry, which is shown exemplary by the social media brand analysis and evaluation of UGG Australia.

Ключевые слова: Facebook, Social Media, Marketing, ROI, Marketing , Key Perfomance Indicator, ROE