From influencer and content marketing to strategy and success measurement to platforms such as TikTok, LinkedIn or Instagram: This comprehensive standard work provides you with valuable basic knowledge and inspires with best practices and a wealth of instructive practical tips and examples for all industries and company sizes.

As a tried-and-tested practical book, it helps freelancers and marketing managers in companies and organizations to develop an individual social media strategy - with SMART goals and for defined target groups. In addition, it shows methods and indicators for measuring success and guides through all the essential channels and tools. Interviews with marketing professionals and a detailed chapter on legal aspects by attorney Thomas Schwenke complete the book. After reading, you will have internalized the special social media mindset and will build successful long-term relationships with your target groups.

Understand the basics                                                                                   

How social media and its algorithms work, why interaction is so crucial, and how to lose your fear of shitstorms

Your strategy for long-term success                                                                         

How to choose the right channels, develop your social media roadmap and implement it in your company - including tips on training and development

Check your success                                                                                        

Which methods and tools support you with monitoring and analytics

Convince with content (marketing)                                                                    

How to create useful content, position yourself as an expert, and launch a blog or podcast

Increase your reach with images and videos, stories and livestream Tips and practical examples on influencer marketing, Instagram, YouTube, TikTok and other platforms for (moving) images

Stay in the conversation                                                                                          

How to create presences in the networks that matter to you and build a strong community

Focus on employer branding and social recruiting                                          

How to build a strong employer brand and how your presence on LinkedIn and XING can help you do so

Stay on top of your game: social media marketing in the future                                     

How messenger services, gamification, digital voice assistants, chatbots with AI, and VR/AR are changing marketing

Legal tips from the expert Dr. jur. Thomas Schwenke                                              

On the safe side: legal basics for your social media marketing

The must-have for your successful social media practice in B2B and B2C environments.