Advanced Social Media Marketing

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Advanced Social Media Marketing

Author : Tom Funk
Publisher : Apress
ISBN 13 : 1430244089
Total Pages : 246 pages
Book Rating : 4.4/5 (32 download)

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Book Synopsis Advanced Social Media Marketing by : Tom Funk

Download or read book Advanced Social Media Marketing written by Tom Funk and published by Apress. This book was released on 2014-03-01 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

Advanced Digital Marketing Strategies in a Data-Driven Era

Author : Saura, Jose Ramon
Publisher : IGI Global
ISBN 13 : 1799880052
Total Pages : 342 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Advanced Digital Marketing Strategies in a Data-Driven Era by : Saura, Jose Ramon

Download or read book Advanced Digital Marketing Strategies in a Data-Driven Era written by Saura, Jose Ramon and published by IGI Global. This book was released on 2021-06-25 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Digital and Social Media Marketing

Author : Aleksej Heinze
Publisher : Taylor & Francis
ISBN 13 : 1317422120
Total Pages : 346 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Digital and Social Media Marketing by : Aleksej Heinze

Download or read book Digital and Social Media Marketing written by Aleksej Heinze and published by Taylor & Francis. This book was released on 2016-11-18 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Social Media Marketing Book

Author : Dan Zarrella
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1449383106
Total Pages : 245 pages
Book Rating : 4.4/5 (493 download)

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Book Synopsis The Social Media Marketing Book by : Dan Zarrella

Download or read book The Social Media Marketing Book written by Dan Zarrella and published by "O'Reilly Media, Inc.". This book was released on 2009-11-13 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators Praise for The Social Media Marketing Book: "Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com "If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0

Mastering Social Media Mining with Python

Author : Marco Bonzanini
Publisher : Packt Publishing Ltd
ISBN 13 : 1783552026
Total Pages : 333 pages
Book Rating : 4.7/5 (835 download)

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Book Synopsis Mastering Social Media Mining with Python by : Marco Bonzanini

Download or read book Mastering Social Media Mining with Python written by Marco Bonzanini and published by Packt Publishing Ltd. This book was released on 2016-07-29 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acquire and analyze data from all corners of the social web with Python About This Book Make sense of highly unstructured social media data with the help of the insightful use cases provided in this guide Use this easy-to-follow, step-by-step guide to apply analytics to complicated and messy social data This is your one-stop solution to fetching, storing, analyzing, and visualizing social media data Who This Book Is For This book is for intermediate Python developers who want to engage with the use of public APIs to collect data from social media platforms and perform statistical analysis in order to produce useful insights from data. The book assumes a basic understanding of the Python Standard Library and provides practical examples to guide you toward the creation of your data analysis project based on social data. What You Will Learn Interact with a social media platform via their public API with Python Store social data in a convenient format for data analysis Slice and dice social data using Python tools for data science Apply text analytics techniques to understand what people are talking about on social media Apply advanced statistical and analytical techniques to produce useful insights from data Build beautiful visualizations with web technologies to explore data and present data products In Detail Your social media is filled with a wealth of hidden data – unlock it with the power of Python. Transform your understanding of your clients and customers when you use Python to solve the problems of understanding consumer behavior and turning raw data into actionable customer insights. This book will help you acquire and analyze data from leading social media sites. It will show you how to employ scientific Python tools to mine popular social websites such as Facebook, Twitter, Quora, and more. Explore the Python libraries used for social media mining, and get the tips, tricks, and insider insight you need to make the most of them. Discover how to develop data mining tools that use a social media API, and how to create your own data analysis projects using Python for clear insight from your social data. Style and approach This practical, hands-on guide will help you learn everything you need to perform data mining for social media. Throughout the book, we take an example-oriented approach to use Python for data analysis and provide useful tips and tricks that you can use in day-to-day tasks.

The Social Media Management Handbook

Author : Robert Wollan
Publisher : John Wiley & Sons
ISBN 13 : 0470651245
Total Pages : 352 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis The Social Media Management Handbook by : Robert Wollan

Download or read book The Social Media Management Handbook written by Robert Wollan and published by John Wiley & Sons. This book was released on 2011-01-04 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do organizations manage social media effectively? Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to: Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

Social IMC

Author : Randy Hlavac
Publisher : CreateSpace
ISBN 13 : 1495203662
Total Pages : 141 pages
Book Rating : 4.4/5 (952 download)

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Book Synopsis Social IMC by : Randy Hlavac

Download or read book Social IMC written by Randy Hlavac and published by CreateSpace. This book was released on 2014-04-21 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are many books out there on the theories behind the use of social media and mobile applications in marketing—but this is not one of them. Social IMC does not present broad theories; it provides strategies based on proven business models that have produced real-world results. Each strategy has been taught, tested, and developed by the author himself, and all are thoroughly explained in an easy-to-follow format that includes references to exemplary businesses from around the world. By the time you are done reading this book, you will be able to identify which strategy is best to use for each of your company’s high-value markets, and you will know what steps you need to take to successfully design, develop, deploy—and maintain—your own business’s social and mobile approach. A “how-to” guide for using social and mobile technologies to propel business profit and growth, Social IMC is sure to appeal to business executives and entrepreneurs worldwide, as well as to other types of organizational leaders. The strategies discussed in the text have been proven effective in a wide variety of models, including both for-profit and not-for-profit organizations and companies targeting businesses or consumers on international, national, local, and hyper-local scales.

Social Media Campaigns

Author : Carolyn Mae Kim
Publisher : Taylor & Francis
ISBN 13 : 1000290603
Total Pages : 227 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Social Media Campaigns by : Carolyn Mae Kim

Download or read book Social Media Campaigns written by Carolyn Mae Kim and published by Taylor & Francis. This book was released on 2020-12-29 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201

Contemporary Issues in Social Media Marketing

Author : Bikramjit Rishi
Publisher : Routledge
ISBN 13 : 1317193989
Total Pages : 273 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Contemporary Issues in Social Media Marketing by : Bikramjit Rishi

Download or read book Contemporary Issues in Social Media Marketing written by Bikramjit Rishi and published by Routledge. This book was released on 2017-07-28 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Digital Marketing Advance

Author : Mrigendra Bharti
Publisher : Sellbrochure Vymish Entertainment
ISBN 13 :
Total Pages : 80 pages
Book Rating : 4.2/5 (275 download)

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Book Synopsis Digital Marketing Advance by : Mrigendra Bharti

Download or read book Digital Marketing Advance written by Mrigendra Bharti and published by Sellbrochure Vymish Entertainment. This book was released on 2024-06-27 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Mastering Digital Marketing: Advanced Strategies for Success" takes you on a journey through the intricate world of digital marketing, delving deep into advanced techniques and tactics that are essential for staying ahead in today's competitive landscape. From cutting-edge SEO strategies to advanced PPC techniques, this book provides comprehensive insights into every aspect of digital marketing. You'll learn how to leverage the power of segmentation, automation, and personalization to deliver targeted and engaging email campaigns. Discover the secrets of crafting compelling ad copy, optimizing landing pages, and analyzing performance metrics to drive maximum ROI. Whether you're a seasoned marketer looking to elevate your skills or a beginner eager to dive into the world of digital marketing, this book equips you with the knowledge and tools you need to succeed. Packed with practical tips, real-world examples, and actionable advice, "Mastering Digital Marketing" is your ultimate guide to achieving digital marketing mastery and unlocking the full potential of your online presence.

Social Marketing and Advertising in the Age of Social Media

Author : Lukas Parker
Publisher : Edward Elgar Publishing
ISBN 13 : 1786434679
Total Pages : 192 pages
Book Rating : 4.7/5 (864 download)

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Book Synopsis Social Marketing and Advertising in the Age of Social Media by : Lukas Parker

Download or read book Social Marketing and Advertising in the Age of Social Media written by Lukas Parker and published by Edward Elgar Publishing. This book was released on 2020-11-27 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides much-needed insight into current social marketing and advertising practices. The authors offer a framework for social marketing, before exploring the mechanics of social media and present marketing strategy. Chapters cover the use of both positive and negative emotions in social marketing and advertising, and explore the ethical challenges associated with the practice in the age of social media.

Social Media Marketing

Author : Tracy L. Tuten
Publisher : Pearson Educacion
ISBN 13 : 9780133125115
Total Pages : 244 pages
Book Rating : 4.1/5 (251 download)

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Book Synopsis Social Media Marketing by : Tracy L. Tuten

Download or read book Social Media Marketing written by Tracy L. Tuten and published by Pearson Educacion. This book was released on 2013 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: The social media content that students and their future employers need to have. Tuten/Solomon is the first social media marketing textbook that focuses on showing students how social media fits into the marketer's toolbox.

The Zen of Social Media Marketing

Author : Shama Hyder
Publisher : BenBella Books, Inc.
ISBN 13 : 1942952406
Total Pages : 277 pages
Book Rating : 4.9/5 (429 download)

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Book Synopsis The Zen of Social Media Marketing by : Shama Hyder

Download or read book The Zen of Social Media Marketing written by Shama Hyder and published by BenBella Books, Inc.. This book was released on 2016-08-16 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Essential How-To Guide for Social Media Marketing by Leading Expert Shama Hyder, Named "Social media’s zen master of marketing" by Entrepreneur magazine and One of LinkedIn's "Top Voices" in Marketing & Social in 2015 In 2001, at the dawn of the millennium—and the digital marketing age—the first edition of The Zen of Social Media Marketing became a global hit. In the ensuing years, updated editions helped even more marketers, entrepreneurs, students, and professionals of all types navigate the sometimes-stressful world of social media. Now, this new, fully updated edition offers timely insight to the ways social media marketing has changed and specific steps to show you exactly how to thrive and profit with ease and efficiency. Whether you’re a novice, struggler, or mastery-seeker, you already know that engaging in social media is no longer optional. People are talking about your company online and you need to be part of those conversations. However, social media marketing isn’t like traditional marketing—and treating it that way only leads to frustration and failure. In The Zen of Social Media Marketing, Shama Hyder, social media expert and president of The Marketing Zen Group, teaches you the “Zen” of using social media tools to find your own marketing nirvana. The newest edition of The Zen of Social Media Marketing gives you: - A comprehensive overview of why social media works and how to use it to drive traffic to your website and fan page - A proven process to attract followers and fans and convert them into customers and clients - The latest social media trends and step-by-step guidelines for sites and apps such as Instagram, Pinterest, Snapchat, and more - Innovative tips for mobile design - Essential advice on content marketing, email marketing, video, and targeted tactics to enhance your SEO - All-new information on why, when, and how to use online advertising - Why self-expression is the true driver of social media use and how to leverage it for your business - Insights from dozens of leading online marketers and entrepreneurs, with strategies for success

Social Media Metrics

Author : Jim Sterne
Publisher : John Wiley & Sons
ISBN 13 : 047062258X
Total Pages : 265 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Social Media Metrics by : Jim Sterne

Download or read book Social Media Metrics written by Jim Sterne and published by John Wiley & Sons. This book was released on 2010-03-18 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Cross-Cultural Social Media Marketing

Author : Emi Moriuchi
Publisher : Emerald Group Publishing
ISBN 13 : 1838671773
Total Pages : 154 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Cross-Cultural Social Media Marketing by : Emi Moriuchi

Download or read book Cross-Cultural Social Media Marketing written by Emi Moriuchi and published by Emerald Group Publishing. This book was released on 2021-06-22 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.

Social Media Marketing

Author : Dave Evans
Publisher : John Wiley & Sons
ISBN 13 : 0470944218
Total Pages : 401 pages
Book Rating : 4.4/5 (79 download)

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Book Synopsis Social Media Marketing by : Dave Evans

Download or read book Social Media Marketing written by Dave Evans and published by John Wiley & Sons. This book was released on 2010-09-16 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth. The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are “what’s next.” Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee, Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization. This book: Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration. Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits.