Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing. Sage Publications «VERIFIED»

The 2020 fourth edition of Social Media Marketing Tracy L. Tuten Michael R. Solomon , published by SAGE Publications

Audience (A)

You cannot market without a target. The 2020 update places heavy emphasis on social listening and persona development based on digital anthropology. The authors warn against "vanity demographics" (age/gender) and push for "psychographics" and "contextual behavior" (what do they do online at 10 PM?). The 2020 fourth edition of Social Media Marketing Tracy L

Focused on relationships and multi-way communication (e.g., Facebook, LinkedIn). Social Publishing: The 2020 update places heavy emphasis on social

A cornerstone of the Tuten and Solomon approach is the classification of social media into four distinct "zones" that marketers can use to achieve specific strategic objectives: Social Publishing: A cornerstone of the Tuten and

Social Entertainment: Encompasses channels that offer opportunities for play and enjoyment, such as social games (e.g., Candy Crush Saga), music, and art.

Tactical Planning & Execution: A major addition to the later editions is the focus on the actual "how-to"—the daily management of content, timing, and engagement.

The Zone Integration Matrix

Tuten and Solomon insist that these zones are not silos. A successful strategy requires integration. For example: