Julie Atherton, MBA is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes at the University of Exeter and the University of Bath, and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.

"I had the privilege of publishing the first edition of Social Media Strategy in Brazil, and what impressed me then feels even more valuable today: Julie Atherton has a remarkable ability to bring clarity and structure to a field that never stops changing. This new edition goes far beyond platforms, trends and tactics. It shows how social media connects to customer insight, brand building, business objectives, content, communities and measurable action. In an industry often obsessed with what is new, Julie keeps her focus on what actually matters. Social Media Strategy is the kind of book that remains useful precisely because it teaches you not only what to do, but how to think."

• Chapter - 00: Introduction – How to use this book;Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;Chapter - 02: Integrated customer engagement - How to ensure your social media strategy integrates across the customer journey with your wider marketing and business development;Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;Chapter - 05: Brand presence – How to maximize visibility and drive action and engagement through integrated content marketing on social media;Chapter - 06: Campaigns and communities – A step-by-step guide to organic and paid social media channel selection for your objectives and audiences;Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;Chapter - 10: Thoughts on the future of social - what will happen next?

Julie Atherton, MBA is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes at the University of Exeter and the University of Bath, and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.

"I had the privilege of publishing the first edition of Social Media Strategy in Brazil, and what impressed me then feels even more valuable today: Julie Atherton has a remarkable ability to bring clarity and structure to a field that never stops changing. This new edition goes far beyond platforms, trends and tactics. It shows how social media connects to customer insight, brand building, business objectives, content, communities and measurable action. In an industry often obsessed with what is new, Julie keeps her focus on what actually matters. Social Media Strategy is the kind of book that remains useful precisely because it teaches you not only what to do, but how to think."

• Chapter - 00: Introduction – How to use this book;Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;Chapter - 02: Integrated customer engagement - How to ensure your social media strategy integrates across the customer journey with your wider marketing and business development;Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;Chapter - 05: Brand presence – How to maximize visibility and drive action and engagement through integrated content marketing on social media;Chapter - 06: Campaigns and communities – A step-by-step guide to organic and paid social media channel selection for your objectives and audiences;Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;Chapter - 10: Thoughts on the future of social - what will happen next?

Julie Atherton, MBA is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes at the University of Exeter and the University of Bath, and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.

"I had the privilege of publishing the first edition of Social Media Strategy in Brazil, and what impressed me then feels even more valuable today: Julie Atherton has a remarkable ability to bring clarity and structure to a field that never stops changing. This new edition goes far beyond platforms, trends and tactics. It shows how social media connects to customer insight, brand building, business objectives, content, communities and measurable action. In an industry often obsessed with what is new, Julie keeps her focus on what actually matters. Social Media Strategy is the kind of book that remains useful precisely because it teaches you not only what to do, but how to think."

• Chapter - 00: Introduction – How to use this book;Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations;Chapter - 02: Integrated customer engagement - How to ensure your social media strategy integrates across the customer journey with your wider marketing and business development;Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives;Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy;Chapter - 05: Brand presence – How to maximize visibility and drive action and engagement through integrated content marketing on social media;Chapter - 06: Campaigns and communities – A step-by-step guide to organic and paid social media channel selection for your objectives and audiences;Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?;Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand;Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable;Chapter - 10: Thoughts on the future of social - what will happen next?