本書定位于海外社會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)運營”職業(yè)技能等級標準（中級）為依據(jù)，用理實一體化的教學理念組織編寫。本書共分10 章：第一章概論，簡單介紹了社會化媒體營銷的基本概念和背景知識；第二章給出了海外社會化媒體營銷的基本范式；之后8 章分別介紹了對跨境電商最有價值的7 種社會化媒體，包括Facebook（含基礎營銷和付費營銷），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每種社會化媒體均按第二章給出的基本范式，討論了其內容、受眾和渠道特性，重點介紹了免費的內容營銷和付費推廣的技能點，通過案例和實操步驟，可以有效幫助讀者踏上海外社會化媒體營銷的實踐之路。 本書適合作為應用型本科及高職高專院校的專業(yè)課教材，也可作為社會化媒體營銷從業(yè)人員的基礎教程。
第一章概論···················································································································.1
第一節(jié)海外社會化媒體的發(fā)展歷程·················································································.4
第二節(jié)社會化媒體營銷的理論基礎·················································································.9
第三節(jié)主流社會化媒體平臺及其對跨境電商的價值··························································.13
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第二章海外社會化媒體營銷的基本范式·······································································.18
第一節(jié)受眾·············································································································.19
第二節(jié)內容·············································································································.24
第三節(jié)渠道·············································································································.25
第四節(jié)基本范式解析及其應用·····················································································.29
本章總結···················································································································.31
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第三章 Facebook 基礎營銷··························································································.32
第一節(jié) Facebook 公共主頁及產(chǎn)品信息發(fā)布······································································.33
第二節(jié) Facebook 內容營銷··························································································.42
第三節(jié) Facebook 的受眾分析與管理···············································································.44
第四節(jié) Facebook 內容營銷成效分析與優(yōu)化······································································.47
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第四章 Facebook 付費營銷··························································································.51
第一節(jié) Facebook 付費廣告簡介····················································································.52
第二節(jié) Facebook 付費廣告設計與投放············································································.58
第三節(jié)解讀 Facebook 付費廣告數(shù)據(jù)··············································································.69
第四節(jié) Facebook 付費廣告評估與優(yōu)化············································································.71
本章總結···················································································································.73
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第五章 YouTube 營銷應用···························································································.74
第一節(jié) YouTube 概述·································································································.75
第二節(jié) YouTube 基礎操作···························································································.81
第三節(jié)與拍客合作推廣······························································································.89
第四節(jié) YouTube 營銷數(shù)據(jù)分析與優(yōu)化············································································.96
本章總結··················································································································.105
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第六章 Instagram 營銷應用·························································································.107
第一節(jié) Instagram 概述·······························································································.108
第二節(jié) Instagram 賬戶注冊與內容發(fā)布··········································································.111
第三節(jié) Instagram 基礎營銷·························································································.116
第四節(jié) Instagram 付費廣告·························································································.126
本章總結··················································································································.131
本章習題··················································································································.132
第七章 LinkedIn 營銷應用···························································································.133
第一節(jié) LinkedIn 概述································································································.133
第二節(jié) LinkedIn 公司主頁創(chuàng)建與專頁管理·····································································.134
第三節(jié) LinkedIn 基礎營銷應用····················································································.138
第四節(jié) LinkedIn 付費廣告··························································································.142
本章總結··················································································································.151
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第八章 Twitter 營銷應用······························································································.153
第一節(jié) Twitter 概述··································································································.154
第二節(jié) Twitter 賬戶創(chuàng)建與內容發(fā)布··············································································.157
第三節(jié) Twitter 專頁管理····························································································.162
第四節(jié) Twitter 營銷管理工具······················································································.167
本章總結··················································································································.173
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第九章 Reddit 營銷應用······························································································.175
第一節(jié)注冊 Reddit ···································································································.176
第二節(jié)內容創(chuàng)建與互動·····························································································.180
第三節(jié) Reddit 付費廣告·····························································································.185
本章總結··················································································································.192
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第十章 WhatsApp 營銷應用························································································.193
第一節(jié)概述············································································································.193
第二節(jié) WhatsApp 營銷功能及應用···············································································.195
第三節(jié) WhatsApp 群組營銷活動··················································································.200
第四節(jié) WhatsApp 營銷成效分析··················································································.202
本章總結··················································································································.203
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