Social Media Strategy

“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.” * Rodrigo Simonsen, Founder & Publisher, 1337 *
“A rare book that combines strategic rigour with hands-on practicality. Atherton demystifies social search, influencer portfolios and AI, and shows marketers how to prove social media’s contribution to the bottom line. Essential professional development for any modern marketer.” * James Sutton, Strategy and Commercial Director, Chartered Institute of Marketing, CFCIM, FRSA *
“I highly recommend Social Media Strategy whether you’re new to social media marketing or an old hand like me. Don’t be fooled by the book title because the excellent strategic advice is backed up with real-world ways to apply everything in the book. It’s bursting with use-cases that will inspire and challenge your current ways of working, all grounded in Julie Atherton’s years of hard-won experience. An invaluable resource for businesses and students alike.” * David Blundell, Global Social Media Manager, Digital Marketing, Syngenta *
“Social media is one of the quickest ways to reach your audience on a platform where they already spend their time. Julie’s book breaks down everything you need to know to build a smart strategy, start creating content, and build online communities. Taking you through easy frameworks and ABCs, she breaks it down in a way that anyone can understand. If you’re thinking about launching your online presence, don’t miss this book.” * Kathryn E. Strachan, Fractional B2B CMO, Kathryn Strachan Consulting *
“Julie has once again delivered the definitive guide to social media strategy. In a world transformed by AI, algorithms and ever-changing audience expectations, this edition is a guiding light for today’s marketer, cutting through the noise with clarity, practicality and wisdom. Essential reading for marketers who want to turn a tactical channel into a strategic growth engine.” * Kate Mackie, Chair of Fellows, The Marketing Society *
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I’ve been lucky enough to work with Julie Atherton on various projects over the last decade, and her deep understanding of the social media landscape and what it means for brands has been invaluable for me to develop strategic plans and deliver professional training and university teaching on the subject.
This book captures that expertise brilliantly, bringing together theory, practical guidance and real-world insight to help all us marketers develop more effective social media strategies.

In this compelling and highly relevant third edition, timeless strategic thinking meets the proliferation of generative AI. Combining innovative marketing models with practical frameworks, tools and templates, the book provides a clear roadmap for creating impactful and successful social media strategies. Engaging real-world cases and exclusive insights from leading brands and practitioners make the content both accessible and inspiring, bridging the gap between theory and practice with refreshing clarity and honesty.
A must-read for anyone looking to harness the power of social media, from ambitious students and entrepreneurs to experienced business leaders and marketing professionals.

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 of experience working with global brands including Nissan, ITV, Deloitte Digital, Asos, and St John Ambulance. She lectures in social media on university MBA programs 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.

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