正版 海外社会化媒体营销 冯笑主编 电子工业出版社 978712141913

第一章概论···················································································································.1
第一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
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第二章海外社会化媒体营销的基本范式·······································································.18
第一节受众·············································································································.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
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第三章 Facebook 基础营销··························································································.32
第一节 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
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第四章 Facebook 付费营销··························································································.51
第一节 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
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第五章 YouTube 营销应用···························································································.74
第一节 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
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第六章 Instagram 营销应用·························································································.107
第一节 Instagram 概述·······························································································.108
第二节 Instagram 账户注册与内容发布··········································································.111
第三节 Instagram 基础营销·························································································.116
第四节 Instagram 付费广告·························································································.126
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第七章 LinkedIn 营销应用···························································································.133
第一节 LinkedIn 概述································································································.133
第二节 LinkedIn 公司主页创建与专页管理·····································································.134
第三节 LinkedIn 基础营销应用····················································································.138
第四节 LinkedIn 付费广告··························································································.142
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第八章 Twitter 营销应用······························································································.153
第一节 Twitter 概述··································································································.154
第二节 Twitter 账户创建与内容发布··············································································.157
第三节 Twitter 专页管理····························································································.162
第四节 Twitter 营销管理工具······················································································.167
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第九章 Reddit 营销应用······························································································.175
第一节注册 Reddit ···································································································.176
第二节内容创建与互动·····························································································.180
第三节 Reddit 付费广告·····························································································.185
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第十章 WhatsApp 营销应用························································································.193
第一节概述············································································································.193
第二节 WhatsApp 营销功能及应用···············································································.195
第三节 WhatsApp 群组营销活动··················································································.200
第四节 WhatsApp 营销成效分析··················································································.202
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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：第一章概论，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最有价值的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。