Social Media Marketing, 3e


Praise for SMM

**Winner of the TAA 2017 Textbook Excellence Award**

“Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.”― TAA Judges Panel

“Hands down, this is the single best textbook about social media marketing out there. This radically revised and fully updated edition is even more comprehensive, strategic, organized, visual, results-oriented and innovative than the first. If you teach or study social media marketing or digital marketing, then you need this book!” – Robert V. Kozinets

“I was an F student in college, so my textbooks collected a lot of dust. Had this book been around back then it might have been a different story.”  – Gary Vaynerchuk

Top customer reviews (SMM, 2e)

I purchased this textbook for a social media course in the online Undergraduate Certificate in Social Media program at Central Michigan University. The authors do a fantastic job of introducing the readers to both the uses of social media, but how they relate to common marketing strategies and tactics. There is a plethora of definitions throughout the text and several anecdotes of how business have successfully, or unsuccessfully, used social media to achieve business goals.


Advertisers at Work


In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry’s future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today.

Each chapter is devoted to one advertising executive, showcasing that person’s unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apart―and that’s where their similarities end. With a mix of senior contributors and up-and-coming talent representing the creative crafts, media, planning, and account services from a variety of agencies and locales, this book pulls back the curtain and invites readers to live each leader’s experiences up close. They’ll learn from the advertisers at work.

Every interview shows how advertising leaders have an impact on a day-to-day basis: charting strategy, making effective pitches, managing clients and key partners, calling in the creative muse, reading the public’s mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us can’t see. This book:

  • Shares the untold stories of senior executives and rising stars in advertising
  • Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives
  • Provides insights, strategies, and tactics readers can put to work immediately
  • Offers predictions on the rapidly changing advertising landscape

Praise for Advertisers at Work

“Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you’re starting out in advertising or simply want to pick up some tips from the greats.”

Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look

“In Advertisers at Work, Tracy Tuten conducts interviews with some of the ad world’s biggest players. The interviews―ranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credle―reveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tuten’s skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they ‘didn’t know you could get paid to do.’ They talk about successes and failures, their hopes and dreams, and the direction of the industry as we move into the age of social and branded media. If you are in the field of advertising or one of those people who often say, ‘Hey, did you see that commercial . . .,’ you’ll find Advertisers at Work a valuable addition to your bookshelf.”

John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone & Belding

“Through a friend of a friend, I was asked if I’d be interested in reading Advertisers at Work by Dr. Tracy Tuten. That wouldn’t be my normal reading area of interest, but I’ve been called an “eclectic reader” more than once. 🙂 What I got was far more than I expected, even if I’m not in the advertising field. This was a valuable read for me on a number of levels.

Introduction; Chris Raih, Co-founder and Managing Director, Zambezi; Kristen Cavallo, Chief Strategy Officer, Mullen; Luke Sullivan, Former Creative Director, GSD&M Idea City; Mike Hughes, President, The Martin Agency; Susan Credle, Chief Creative Officer, Leo Burnett North America; Marshall Ross, Chief Creative Officer, Cramer-Krasselt; Edward Boches, Chief Innovation Officer, Mullen; Doug Fidoten, President, Dentsu America; David Oakley, Creative Director, BooneOakley; Anne Bologna, Managing Director, MDC Partners; Jayanta Jenkins, Global Creative Director; TBWA/Chiat/Day; Eric Kallman, Creative Director, Barton F. Graf 9000; Craig Allen, Creative Director, Wieden+Kennedy; Ryan O’Hara Theisen and Jonathan Rosen, Founders, Lucky Branded Entertainment; John Zhao, Independent Filmmaker; Ellen Steinberg and Jim Russell, Group Creative Director/EVP and Chief Innovation Officer, McKinney

Dr. Tuten teaches advertising and social media marketing, and she takes her background and insights into a series of interviews with a number of influential people in the industry. She explores a range of topics based on the areas of focus of whoever she is interviewing. While everyone gets the normal “how did you get into advertising” question, other questions hone in on specifics, such as why they decided to open their own agency as opposed to continuing with one of the giants, or how is branded entertainment changing the advertising landscape. As a result, every chapter and interview is distinctly different, which leads to a much more readable book.

As I mentioned at the top, I’m not in advertising. Regardless, I got a lot of value from Advertisers at Work. For one, it’s interesting to see how people got into an industry that is driven by creativity and passion. I can take that and compare it to how other successful people ended up doing what they love. More important to me as a writer was studying how Dr. Tuten did her interviewing. These types of books can easily become “answer these ten questions and give me some good material please”. Not so with Dr. Tuten. She has some basic questions which are important, but she allows the interviews to go off in interesting directions. It’s also evident that she was having pleasant conversations with her interviewees, and she was involved in what they were talking about. The back-and-forth isn’t whitewashed or filtered out, so it made it feel like I was sitting with them, shooting the breeze over a drink.

If you’re at all involved or interested in advertising, Advertisers at Work is a recommended read. However, if you’re a writer and want to see how an interview should work and appear in print, this is a great example.”


Advertising 2.0: Social Media Marketing in a Web 2.0 World

Praise for Advertising 2.0


Enterprise 2.0 [2 volumes]: How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually

enterprise 2.0Every day, business leaders read about the shift in essential business practices and consumer-buying behavior brought about by the Internet. This two-volume set introduces readers to these shifts and shows them the way forward.Enterprise 2.0: How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually considers two levels of impact for organizations embracing Enterprise 2.0—macro and micro. Volume one considers the strategic components of the Enterprise, with emphasis on the specific tools available; applications in the organization such as content management, public relations, and cloud computing; and guidelines for protecting the organization, including legal best practices. Volume two considers the behavioral components of the Enterprise, including human resource implications and consumer behavior related to social media. The managerial implications of Enterprise 2.0 are also explored, with a focus on the use of virtual teams, recruiting with social media, and organizational behavior in a virtual environment, among other topics.

Praise for Enterprise 2.0

“Highly recommended. Graduate, research, and practitioner collections.” – Choice

“Dr. Tracy Tuten has bound a virtual think tank of innovators and thought leaders, who in this series provide everything from nuts and bolts tactics to big picture ideas. Tuten and her contributing authors truly grok that enterprise 2.0 goes far beyond large company use of social technologies and use that knowledge to create real educational tools for individuals and companies looking to embrace enterprise 2.0.” – Jennifer Leggio, Social Business Blogger, ZDNet

“All media is now social media, and those five little words are merely the first domino in a sweeping cascade of changes to every aspect of today’s business culture. From the R&D lab to the front lines of the Call Center, from the CIO’s office to the Brand Managers, from HR to the CEO and spilling into every corner of the business, the 21st Century’s two-way communication channels transform everybody’s job. The scope of this metamorphosis is prodigious, and no one person can understand every facet of it, but a great place to start is with Tracy Tuten’s remarkable Enterprise 2.0. If you’re an industry watcher like me, the series’ writers combine old friends, long-admired thinkers and insightful new voices. I have no little consternation at the fact a busy schedule prevented me from joining them.” – Brad Berens, PhD, Chief Content Officer for ad:tech, the iMedia Summits & the CMO Executive Summits

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