本書定位于海外社會(huì)化媒體營(yíng)銷的入門讀物，基于跨境電商營(yíng)銷人員的工作技能需要，以“跨境電商B2B 數(shù)據(jù)運(yùn)營(yíng)”職業(yè)技能等級(jí)標(biāo)準(zhǔn)（中級(jí)）為依據(jù)，用理實(shí)一體化的教學(xué)理念組織編寫。本書共分10 章：第一章概論，簡(jiǎn)單介紹了社會(huì)化媒體營(yíng)銷的基本概念和背景知識(shí)；第二章給出了海外社會(huì)化媒體營(yíng)銷的基本范式；之后8 章分別介紹了對(duì)跨境電商最有價(jià)值的7 種社會(huì)化媒體，包括Facebook（含基礎(chǔ)營(yíng)銷和付費(fèi)營(yíng)銷），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每種社會(huì)化媒體均按第二章給出的基本范式，討論了其內(nèi)容、受眾和渠道特性，重點(diǎn)介紹了免費(fèi)的內(nèi)容營(yíng)銷和付費(fèi)推廣的技能點(diǎn)，通過案例和實(shí)操步驟，可以有效幫助讀者踏上海外社會(huì)化媒體營(yíng)銷的實(shí)踐之路。 本書適合作為應(yīng)用型本科及高職高專院校的專業(yè)課教材，也可作為社會(huì)化媒體營(yíng)銷從業(yè)人員的基礎(chǔ)教程。
第一章概論···················································································································.1
第一節(jié)海外社會(huì)化媒體的發(fā)展歷程·················································································.4
第二節(jié)社會(huì)化媒體營(yíng)銷的理論基礎(chǔ)·················································································.9
第三節(jié)主流社會(huì)化媒體平臺(tái)及其對(duì)跨境電商的價(jià)值··························································.13
本章總結(jié)···················································································································.16
本章習(xí)題···················································································································.16
第二章海外社會(huì)化媒體營(yíng)銷的基本范式·······································································.18
第一節(jié)受眾·············································································································.19
第二節(jié)內(nèi)容·············································································································.24
第三節(jié)渠道·············································································································.25
第四節(jié)基本范式解析及其應(yīng)用·····················································································.29
本章總結(jié)···················································································································.31
本章習(xí)題···················································································································.31
第三章 Facebook 基礎(chǔ)營(yíng)銷··························································································.32
第一節(jié) Facebook 公共主頁及產(chǎn)品信息發(fā)布······································································.33
第二節(jié) Facebook 內(nèi)容營(yíng)銷··························································································.42
第三節(jié) Facebook 的受眾分析與管理···············································································.44
第四節(jié) Facebook 內(nèi)容營(yíng)銷成效分析與優(yōu)化······································································.47
本章總結(jié)···················································································································.50
本章習(xí)題···················································································································.50
第四章 Facebook 付費(fèi)營(yíng)銷··························································································.51
第一節(jié) Facebook 付費(fèi)廣告簡(jiǎn)介····················································································.52
第二節(jié) Facebook 付費(fèi)廣告設(shè)計(jì)與投放············································································.58
第三節(jié)解讀 Facebook 付費(fèi)廣告數(shù)據(jù)··············································································.69
第四節(jié) Facebook 付費(fèi)廣告評(píng)估與優(yōu)化············································································.71
本章總結(jié)···················································································································.73
本章習(xí)題···················································································································.73
第五章 YouTube 營(yíng)銷應(yīng)用···························································································.74
第一節(jié) YouTube 概述·································································································.75
第二節(jié) YouTube 基礎(chǔ)操作···························································································.81
第三節(jié)與拍客合作推廣······························································································.89
第四節(jié) YouTube 營(yíng)銷數(shù)據(jù)分析與優(yōu)化············································································.96
本章總結(jié)··················································································································.105
本章習(xí)題··················································································································.106
第六章 Instagram 營(yíng)銷應(yīng)用·························································································.107
第一節(jié) Instagram 概述·······························································································.108
第二節(jié) Instagram 賬戶注冊(cè)與內(nèi)容發(fā)布··········································································.111
第三節(jié) Instagram 基礎(chǔ)營(yíng)銷·························································································.116
第四節(jié) Instagram 付費(fèi)廣告·························································································.126
本章總結(jié)··················································································································.131
本章習(xí)題··················································································································.132
第七章 LinkedIn 營(yíng)銷應(yīng)用···························································································.133
第一節(jié) LinkedIn 概述································································································.133
第二節(jié) LinkedIn 公司主頁創(chuàng)建與專頁管理·····································································.134
第三節(jié) LinkedIn 基礎(chǔ)營(yíng)銷應(yīng)用····················································································.138
第四節(jié) LinkedIn 付費(fèi)廣告··························································································.142
本章總結(jié)··················································································································.151
本章習(xí)題··················································································································.152
第八章 Twitter 營(yíng)銷應(yīng)用······························································································.153
第一節(jié) Twitter 概述··································································································.154
第二節(jié) Twitter 賬戶創(chuàng)建與內(nèi)容發(fā)布··············································································.157
第三節(jié) Twitter 專頁管理····························································································.162
第四節(jié) Twitter 營(yíng)銷管理工具······················································································.167
本章總結(jié)··················································································································.173
本章習(xí)題··················································································································.174
第九章 Reddit 營(yíng)銷應(yīng)用······························································································.175
第一節(jié)注冊(cè) Reddit ···································································································.176
第二節(jié)內(nèi)容創(chuàng)建與互動(dòng)·····························································································.180
第三節(jié) Reddit 付費(fèi)廣告·····························································································.185
本章總結(jié)··················································································································.192
本章習(xí)題··················································································································.192
第十章 WhatsApp 營(yíng)銷應(yīng)用························································································.193
第一節(jié)概述············································································································.193
第二節(jié) WhatsApp 營(yíng)銷功能及應(yīng)用···············································································.195
第三節(jié) WhatsApp 群組營(yíng)銷活動(dòng)··················································································.200
第四節(jié) WhatsApp 營(yíng)銷成效分析··················································································.202
本章總結(jié)··················································································································.203
本章習(xí)題··················································································································.203
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