Tuten and Solomon emphasize that social media metrics (likes, shares, comments, conversion rates, sentiment analysis) are not just vanity numbers; they are real-time market research. The 2020 edition specifically updates for the maturity of:
Focused on relationships and multi-way communication (e.g., Facebook, LinkedIn). Social Publishing: Tuten and Solomon emphasize that social media metrics
Tuten and Solomon introduce the "social media value chain," a socio-technical system that outlines how social software and people interact to create, share, talk, work, and buy. They differentiate social media marketing from traditional marketing, highlighting the move away from interruption-based techniques towards engagement-based strategies. The authors define social media marketing as: Examples include Instagram and Facebook, where the goal
: A major addition to the later editions is the focus on the actual "how-to"—the daily management of content, timing, and engagement. Examples include Instagram and Facebook
In addition, the authors address the ethical considerations associated with social media marketing, including:
Focuses on relationship-building and two-way communication. Examples include Instagram and Facebook, where the goal is engagement and community cultivation.