Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing. Sage Publications

Comprehensive Guide to Social Media Marketing: Insights from Tuten & Solomon (2020)

Disclaimer: This article is based on typical academic reviews and content descriptions of the 4th edition (2020) of Tuten and Solomon's text. Comprehensive Guide to Social Media Marketing: Insights from

Tuten and Solomon discuss how consumers construct their "digital selves" through the brands they follow, tag, and endorse. When users interact with a brand online, they are often seeking to build their own —their standing and reputation within their peer groups. For a social media campaign to succeed, it must provide consumers with the cultural currency or utility required to enhance their online identity. 4. The Strategic Planning Process For a social media campaign to succeed, it

: Choose the optimal social zones based on target audience data. This zone encompasses channels that offer opportunities for

This zone encompasses channels that offer opportunities for play and enjoyment, including social games (e.g., mobile gaming communities), alternative reality games (ARGs), virtual worlds, and entertainment-focused video platforms like TikTok or Twitch.