本書定位于海外社會(huì)化媒體營銷的入門讀物，基于跨境電商營銷人員的工作技能需要，以"跨境電商B2B 數(shù)據(jù)運(yùn)營”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，簡單介紹了社會(huì)化媒體營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)營銷和付費(fèi)營銷），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)化媒體營銷的實(shí)踐之路。
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··························································.12
本章總結(jié)···················································································································.16
本章習(xí)題···················································································································.16
第二章 海外社會(huì)化媒體營銷的基本范式·······································································.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 營銷·································································································.32
第一節(jié) Facebook 公共主頁創(chuàng)建····················································································.33
第二節(jié) Facebook 內(nèi)容營銷··························································································.37
第三節(jié) Facebook 付費(fèi)廣告··························································································.41
本章總結(jié)···················································································································.49
本章習(xí)題···················································································································.50
第四章 YouTube 營銷··································································································.51
第一節(jié) YouTube 概述·································································································.52
第二節(jié) YouTube 基礎(chǔ)操作···························································································.58
第三節(jié) 與拍客合作推廣······························································································.66
第四節(jié) YouTube 營銷數(shù)據(jù)分析與優(yōu)化············································································.73
本章總結(jié)···················································································································.82
本章習(xí)題···················································································································.82
第五章 TikTok 營銷······································································································.83
第一節(jié) TikTok 概述···································································································.84
第二節(jié) TikTok 短視頻運(yùn)營··························································································.87
第三節(jié) 直播與達(dá)人營銷······························································································.95
第四節(jié) TikTok 廣告投放····························································································.100
本章總結(jié)··················································································································.107
本章習(xí)題··················································································································.107
第六章 Instagram 營銷·······························································································.109
第一節(jié) Instagram 概述·······························································································.110
第二節(jié) Instagram 賬戶注冊(cè)與內(nèi)容發(fā)布··········································································.113
第三節(jié) Instagram 基礎(chǔ)營銷·························································································.118
第四節(jié) Instagram 付費(fèi)廣告·························································································.128
本章總結(jié)··················································································································.133
本章習(xí)題··················································································································.134
第七章 LinkedIn 營銷··································································································.136
第一節(jié) LinkedIn 概述································································································.136
第二節(jié) LinkedIn 公司主頁創(chuàng)建與專區(qū)管理·····································································.137
第三節(jié) LinkedIn 基礎(chǔ)營銷應(yīng)用····················································································.141
第四節(jié) LinkedIn 付費(fèi)廣告··························································································.145
本章總結(jié)··················································································································.154
本章習(xí)題··················································································································.155
第八章 X 平臺(tái)營銷······································································································.156
第一節(jié) X 平臺(tái)營銷概述·····························································································.157
第二節(jié) X 賬戶創(chuàng)建與內(nèi)容發(fā)布····················································································.162
第三節(jié) X 營銷應(yīng)用管理·····························································································.170
第四節(jié) X 營銷管理工具·····························································································.180
本章總結(jié)··················································································································.187
本章習(xí)題··················································································································.187
第九章 Reddit 營銷·····································································································.189
第一節(jié) 注冊(cè)Reddit ···································································································.190
第二節(jié) 內(nèi)容創(chuàng)建與互動(dòng)·····························································································.194
第三節(jié) Reddit 付費(fèi)廣告·····························································································.199
本章總結(jié)··················································································································.206
本章習(xí)題··················································································································.206
第十章 WhatsApp 營銷·······························································································.207
第一節(jié) 概述············································································································.207
第二節(jié) WhatsApp 營銷功能及應(yīng)用···············································································.209
第三節(jié) WhatsApp 群組營銷活動(dòng)··················································································.214
第四節(jié) WhatsApp 營銷成效分析··················································································.216
本章總結(jié)··················································································································.217
本章習(xí)題··················································································································.217
書單推薦
