海外社会化媒体营销
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作者跨境电商B2B数据运营”1X职业技能等级证书配套教材编委会
出版社电子工业出版社
ISBN9787121419133
出版时间2021-08
版次1
装帧平装
开本16开
纸张胶版纸
定价48.5元
货号8686140
上书时间2024-12-01
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基本信息
书名:海外社会化媒体营销
定价：48.5元
作者:跨境电商B2B数据运营”1X职业技能等级证书配套教材编委会
出版社：电子工业出版社
出版日期：2021-08-01
ISBN：9787121419133
字数：
页码：
版次：
装帧：平装
开本：16开
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内容提要
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··························································
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