海外社会化媒体营销

图书标准信息

• 作者 跨境电商B2B数据运营”1 X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
• 出版时间 2021-08
• 版次 1
• ISBN 9787121419133
• 定价 48.50元
• 装帧 其他
• 开本 16开
• 纸张 胶版纸
• 页数 216页
• 字数 345.600千字

【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··························································