Social media strategy : a practical guide to social media marketing and customer engagement

Atherton, Julie (Business strategist)2023

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Summary

Organisations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This resource provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business. It delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. The relevant tools and platforms to audit, track and measure business impact and customer engagement are identified. With example templates, interviews and global case studies including Virgin, Nissan, Very and the National Trust, this professional guide delivers a long-term solution for maximising social media led business development.