In the third part, understanding the results of the social media / digital interactive marketing efforts along with developing one-to-one applications are discussed. Then it is concluded with a discussion of ethical issues and the development of an organizational social media policy.
Chapters:
- How To Avoid The Pitfalls Of Social Media / Digital Interactive Marketing
- Beyond Social Media / Digital Interactive Marketing
Chapter 9 focuses on defining the social media policy for the organization, discussing the future direction, developing the organization’s action plan, investigating online reputation management, and arguing why the marketer should care.
Chapter 10 discusses the future of social media / digital interactive marketing and provides rationale for caring about the future of marketing. In addition, privacy issues and ethical issues are discussed.
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