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Written by the same team behind the best-selling Understanding Digital Marketing, Understanding Social Media is the ultimate guide to using social media to grow your customer base, increase engagement and build your business. Drawing on the experience, advice and tips of over 200 digital marketers and interviews with social media superstars it covers: - How to create a social media strategy and program - An extensive guide to social media platforms - The relationship between search and social - How to budget for social media activities - How to set KPIs - Analytics and creating a social media dashboard - Understanding social media ROI - Customer experience - Building a social media team - Risk assessment and risk management in social media Illustrated throughout with case studies from successful and failed campaigns, Understanding Social Media is the most comprehensive and practical reference guide to social media available.
