《海外社會化媒體行銷》是2021年電子工業出版社出版的圖書，作者是馮笑。
基本介紹
- 書名：海外社會化媒體行銷
- 作者：馮笑
- 出版社：電子工業出版社
- 出版時間：2021年
- 開本：16 開
- ISBN：9787121419133
內容簡介,目 錄,
內容簡介
本書定位於海外社會化媒體行銷的入門讀物，基於跨境電商行銷人員的工作技能需要，以“跨境電商B2B 數據運營”職業技能等級標準（中級）為依據，用理實一體化的教學理念組織編寫。本書共分10 章：章概論，簡單介紹了社會化媒體行銷的基本概念和背景知識；第二章給出了海外社會化媒體行銷的基本範式；之後8 章分別介紹了對跨境電商有價值的7 種社會化媒體，包括Facebook（含基礎行銷和付費行銷），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每種社會化媒體均按第二章給出的基本範式，討論了其內容、客群和渠道特性，重點介紹了免費的內容行銷和付費推廣的技能點，通過案例和實操步驟，可以有效幫助讀者踏上海外社會化媒體行銷的實踐之路。 本書適合作為套用型本科及高職高專院校的專業課教材，也可作為社會化媒體行銷從業人員的基礎教程。
目 錄
章概論···················································································································.1
節海外社會化媒體的發展歷程·················································································.4
第二節社會化媒體行銷的理論基礎·················································································.9
第三節主流社會化媒體平台及其對跨境電商的價值··························································.13
本章總結···················································································································.16
本章習題···················································································································.16
第二章海外社會化媒體行銷的基本範式·······································································.18
節客群·············································································································.19
第二節內容·············································································································.24
第三節渠道·············································································································.25
第四節基本範式解析及其套用·····················································································.29
本章總結···················································································································.31
本章習題···················································································································.31
第三章 Facebook 基礎行銷··························································································.32
節 Facebook 公共主頁及產品信息發布······································································.33
第二節 Facebook 內容行銷··························································································.42
第三節 Facebook 的客群分析與管理···············································································.44
第四節 Facebook 內容行銷成效分析與最佳化······································································.47
本章總結···················································································································.50
本章習題···················································································································.50
第四章 Facebook 付費行銷··························································································.51
節 Facebook 付費廣告簡介····················································································.52
第二節 Facebook 付費廣告設計與投放············································································.58
第三節解讀 Facebook 付費廣告數據··············································································.69
第四節 Facebook 付費廣告評估與最佳化············································································.71
本章總結···················································································································.73
本章習題···················································································································.73
第五章 YouTube 行銷套用···························································································.74
節 YouTube 概述·································································································.75
第二節 YouTube 基礎操作···························································································.81
第三節與拍客合作推廣······························································································.89
第四節 YouTube 行銷數據分析與最佳化············································································.96
本章總結··················································································································.105
本章習題··················································································································.106
第六章 Instagram 行銷套用·························································································.107
節 Instagram 概述·······························································································.108
第二節 Instagram 賬戶註冊與內容發布··························································
