描述
开 本: 16开纸 张: 胶版纸包 装: 平装-胶订是否套装: 否国际标准书号ISBN: 9787121419133
内容简介
本书定位于海外社会化媒体营销的入门读物，基于跨境电商营销人员的工作技能需要，以“跨境电商B2B 数据运营”职业技能等级标准（中级）为依据，用理实一体化的教学理念组织编写。本书共分10 章：章概论，简单介绍了社会化媒体营销的基本概念和背景知识；第二章给出了海外社会化媒体营销的基本范式；之后8 章分别介绍了对跨境电商有价值的7 种社会化媒体，包括Facebook（含基础营销和付费营销），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每种社会化媒体均按第二章给出的基本范式，讨论了其内容、受众和渠道特性，重点介绍了免费的内容营销和付费推广的技能点，通过案例和实操步骤，可以有效帮助读者踏上海外社会化媒体营销的实践之路。 本书适合作为应用型本科及高职高专院校的专业课教材，也可作为社会化媒体营销从业人员的基础教程。
目 录
章概论···················································································································.1
节海外社会化媒体的发展历程·················································································.4
第二节社会化媒体营销的理论基础·················································································.9
第三节主流社会化媒体平台及其对跨境电商的价值··························································.13
本章总结···················································································································.16
本章习题···················································································································.16
第二章海外社会化媒体营销的基本范式·······································································.18
节受众·············································································································.19
第二节内容·············································································································.24
第三节渠道·············································································································.25
第四节基本范式解析及其应用·····················································································.29
本章总结···················································································································.31
本章习题···················································································································.31
第三章 Facebook 基础营销··························································································.32
节 Facebook 公共主页及产品信息发布······································································.33
第二节 Facebook 内容营销··························································································.42
第三节 Facebook 的受众分析与管理···············································································.44
第四节 Facebook 内容营销成效分析与优化······································································.47
本章总结···················································································································.50
本章习题···················································································································.50
第四章 Facebook 付费营销··························································································.51
节 Facebook 付费广告简介····················································································.52
第二节 Facebook 付费广告设计与投放············································································.58
第三节解读 Facebook 付费广告数据··············································································.69
第四节 Facebook 付费广告评估与优化············································································.71
本章总结···················································································································.73
本章习题···················································································································.73
第五章 YouTube 营销应用···························································································.74
节 YouTube 概述·································································································.75
第二节 YouTube 基础操作···························································································.81
第三节与拍客合作推广······························································································.89
第四节 YouTube 营销数据分析与优化············································································.96
本章总结··················································································································.105
本章习题··················································································································.106
第六章 Instagram 营销应用·························································································.107
节 Instagram 概述·······························································································.108
第二节 Instagram 账户注册与内容发布··························································
节海外社会化媒体的发展历程·················································································.4
第二节社会化媒体营销的理论基础·················································································.9
第三节主流社会化媒体平台及其对跨境电商的价值··························································.13
本章总结···················································································································.16
本章习题···················································································································.16
第二章海外社会化媒体营销的基本范式·······································································.18
节受众·············································································································.19
第二节内容·············································································································.24
第三节渠道·············································································································.25
第四节基本范式解析及其应用·····················································································.29
本章总结···················································································································.31
本章习题···················································································································.31
第三章 Facebook 基础营销··························································································.32
节 Facebook 公共主页及产品信息发布······································································.33
第二节 Facebook 内容营销··························································································.42
第三节 Facebook 的受众分析与管理···············································································.44
第四节 Facebook 内容营销成效分析与优化······································································.47
本章总结···················································································································.50
本章习题···················································································································.50
第四章 Facebook 付费营销··························································································.51
节 Facebook 付费广告简介····················································································.52
第二节 Facebook 付费广告设计与投放············································································.58
第三节解读 Facebook 付费广告数据··············································································.69
第四节 Facebook 付费广告评估与优化············································································.71
本章总结···················································································································.73
本章习题···················································································································.73
第五章 YouTube 营销应用···························································································.74
节 YouTube 概述·································································································.75
第二节 YouTube 基础操作···························································································.81
第三节与拍客合作推广······························································································.89
第四节 YouTube 营销数据分析与优化············································································.96
本章总结··················································································································.105
本章习题··················································································································.106
第六章 Instagram 营销应用·························································································.107
节 Instagram 概述·······························································································.108
第二节 Instagram 账户注册与内容发布··························································
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