Andrew Rohm is an Associate Professor of Marketing at Loyola
Marymount University and Director of the M-School, an undergraduate
educational initiative designed to transform higher-learning
in the area of digital and social media marketing. Professor Rohm
earned his PhD in Marketing at the University of Massachusetts
Amherst, and began conducting research and teaching courses in
the area of new media, first at Northeastern University in Boston
and then at Loyola Marymount University in Los Angeles. Prior to
entering academia, Professor Rohm led sales and marketing efforts
in the athletic footwear industry at both Brooks and Reebok.

Preface ......................................................ix
Chapter 1 Who Are You and Why Should We Care? .....................................................1
Chapter 2 Customer Engagement .....................................................11
Chapter 3 It's Story Time! .....................................................21
Chapter 4 Creating Your Content .....................................................33
Chapter 5 If Content Is King, Then Distribution Is Queen:
How to Manage Your Story Across Social Media .....................................................43
Chapter 6 Social Media Analytics: CSI Meets Advertising .....................................................57
Chapter 7 Social Media Marketing Best Practices .....................................................69
Chapter 8 The New Front Line .....................................................81
Notes ..................................................................................................89
References .............................................................................................91
Index ...................................................................................................95

One of the top marketing challenges that marketing managers
and executives face today is to better understand social media
and its promise as a marketing platform. The social media ecosystem,
including traditional platforms such as Facebook and
Twitter and upstarts such as Instagram and Snapchat, have
evolved significantly over the past 10 years; so much so that
keeping pace with the latest social media platforms can seem
like herding cats.
Inside, the authors provide a timeless perspective on how to
create, manage, and measure social media content to help you
craft a more strategic approach to your social media efforts.
They simplify the concept of branding and advertising (fueled
by social media) so you can focus on fostering customer engagement;
craft your organization's unique story; tell that story
strategically via social media channels; organize, manage, monitor,
and measure those efforts; identify key metrics and measure
the performance through analytics; and understand the extent
of change brought on by digital and social media related to how
you engage your customers.