Dragon R. Social Marketology. Improve Your Social Media Processes...2012

Textbook in PDF format

Introducing Social Marketology
Déjà vu: Patterns in Social Media
Herding Cats: Managing the Social Media Team
Envisioning Results: Focusing on Desired Outcomes
Awakening the Brand: Humanizing It with Personality and Voice
Finding the Fringe: Identifying Customer Microsegments
Birds of a Feather: Belonging to a Community
Chasing the Whales: Going for the Influencers
The Ball in Motion: Creating an Action Plan
Are We There Yet? Measuring Your Progress
Egg on Your Face: Avoiding the Big Mistakes
Creative Juice: The Laboratory for Innovative Social Media
Here We Go Again: Measuring and Improving the Social Media Marketing Process