IntroductionMarketing strategy in a social media ageCategorizing the creative and cultural industriesSocial media’s effect on consumersSocial media’s effect on products and promotionWriting the organization’s mission, vision, and value statementsPlanning marketing strategicallyChanging role of marketingPlanning and strategyHaving a marketing mindsetComponents of marketingWriting a marketing planAnalyzing internal resources and external forcesAnalyzing internal resourcesResearching existing informationScanning for information on people and competitorsScanning for information on external forcesResearching current and potential customersThe chapter in a few wordsWriting the research questionChoosing people to participate in researchUsing quantitative descriptive research to discover “what”Using qualitative exploratory research to discover “why”Establishing strategic goalsStrategic planning processConducting a SWOT analysisDetermining competitive advantageDeciding strategic goalsUnderstanding consumer motivation and segmentationSocial media and segmentation of consumersFactors affecting the consumer purchase decisionFactors affecting the organization purchase decisionTypes of consumer segmentationSegmentation and positioning strategiesDiscovering product benefitsProduct purchase processDefinition of productsAnalyzing product attributesDeveloping new productsDetermining the product priceExchange of money for valueDifferences in types of costsMethods used to determine a product priceUnique challenges that affect a product priceSpecial pricing tacticsDistributing the product to the consumerUsing intermediaries for distributionChannel selection processDistributing through retailersNegotiating with retailersChoosing the right online marketplaceCreating marketing mediaReclassifying marketing mediaControlling the message with paid mediaManaging owned social mediaUsing owned promotional methodsUsing owned media to gain earned mediaIncreasing earned social mediaBuilding social media relationshipsSocial media and online community buildingPosting content to educate and entertainAnalytics and measuring effectivenessImplementing the marketing planUsing culture to implement changeCreating a marketing budgetDeveloping a timeline for completionSocial media implementation challengesAppendixIndex