本书定位于海外社会化媒体营销的入门读物，基于跨境电商营销人员的工作技能需要，以“跨境电商B2B 数据运营”职业技能等级标准（中级）为依据，用理实一体化的教学理念组织编写。本书共分10 章：第一章概论，简单介绍了社会化媒体营销的基本概念和背景知识；第二章给出了海外社会化媒体营销的基本范式；之后8 章分别介绍了对跨境电商最有价值的7 种社会化媒体，包括Facebook（含基础营销和付费营销），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每种社会化媒体均按第二章给出的基本范式，讨论了其内容、受众和渠道特性，重点介绍了免费的内容营销和付费推广的技能点，通过案例和实操步骤，可以有效帮助读者踏上海外社会化媒体营销的实践之路。 本书适合作为应用型本科及高职高专院校的专业课教材，也可作为社会化媒体营销从业人员的基础教程。

随着互联网技术的发展，社会化媒体在Web 2.0 时代异军突起，网民真正成为虚拟世界 的主导推动力量，虚拟世界俨然已成为物理世界的“平行宇宙”。数十亿人在社媒平台、社区 交流意见、分享经验及创作，海量的信息快速产生、快速流动着，社会化媒体营销已成为跨 境电商的主要在线营销方式之一。 社会化媒体首先是海量“人”的聚集和链接，故具有鲜明的“社会化”属性。而海量的信息内容是其核心要素，是链接“人”的基础，社会化媒体的信息量之大，远超传统媒介，使得社会化媒体具有鲜明的“媒体”属性。加上其载体是虚拟平台，内容的复制与传播速度远超物理介质，而网络平台又具有极强的“马太效应”，故基于互联网的社会化媒体在受众、内容和渠道等各方面均“碾压”传统媒介。以Facebook 等为代表的社会化媒体平台，已成为全世界最大的“媒体”、最有效的营销场所。如何有效展开社会化媒体营销，为客户创造价值、为商家带来利益，成为首席营销官们面临的新机遇和挑战。 本书配套资料有PPT 课件、线上课程和训练题库，可联系责任编辑（chitty@phei.com.cn） 获取相关资源。 本书是典型的产教融合成果，作者团队由具备多年一线实战经验的企业项目经理及一线 教学经验丰富的骨干教师组成。 由于我们能力有限，且时间仓促，错误之处在所难免，敬请广大读者批评指正。

第一章概论···················································································································.1 第一节海外社会化媒体的发展历程·················································································.4 第二节社会化媒体营销的理论基础·················································································.9 第三节主流社会化媒体平台及其对跨境电商的价值··························································.13 本章总结···················································································································.16 本章习题···················································································································.16 第二章海外社会化媒体营销的基本范式·······································································.18 第一节受众·············································································································.19 第二节内容·············································································································.24 第三节渠道·············································································································.25 第四节基本范式解析及其应用·····················································································.29 本章总结···················································································································.31 本章习题···················································································································.31 第三章 Facebook 基础营销··························································································.32 第一节 Facebook 公共主页及产品信息发布······································································.33 第二节 Facebook 内容营销··························································································.42 第三节 Facebook 的受众分析与管理···············································································.44 第四节 Facebook 内容营销成效分析与优化······································································.47 本章总结···················································································································.50 本章习题···················································································································.50 第四章 Facebook 付费营销··························································································.51 第一节 Facebook 付费广告简介····················································································.52 第二节 Facebook 付费广告设计与投放············································································.58 第三节解读 Facebook 付费广告数据··············································································.69 第四节 Facebook 付费广告评估与优化············································································.71 本章总结···················································································································.73 本章习题···················································································································.73 第五章 YouTube 营销应用···························································································.74 第一节 YouTube 概述·································································································.75 第二节 YouTube 基础操作···························································································.81 第三节与拍客合作推广······························································································.89 第四节 YouTube 营销数据分析与优化············································································.96 本章总结··················································································································.105 本章习题··················································································································.106 第六章 Instagram 营销应用·························································································.107 第一节 Instagram 概述·······························································································.108 第二节 Instagram 账户注册与内容发布··········································································.111 第三节 Instagram 基础营销·························································································.116 第四节 Instagram 付费广告·························································································.126 本章总结··················································································································.131 本章习题··················································································································.132 第七章 LinkedIn 营销应用···························································································.133 第一节 LinkedIn 概述································································································.133 第二节 LinkedIn 公司主页创建与专页管理·····································································.134 第三节 LinkedIn 基础营销应用····················································································.138 第四节 LinkedIn 付费广告··························································································.142 本章总结··················································································································.151 本章习题··················································································································.152 第八章 Twitter 营销应用······························································································.153 第一节 Twitter 概述··································································································.154 第二节 Twitter 账户创建与内容发布··············································································.157 第三节 Twitter 专页管理····························································································.162 第四节 Twitter 营销管理工具······················································································.167 本章总结··················································································································.173 本章习题··················································································································.174 第九章 Reddit 营销应用······························································································.175 第一节注册 Reddit ···································································································.176 第二节内容创建与互动·····························································································.180 第三节 Reddit 付费广告·····························································································.185 本章总结··················································································································.192 本章习题··················································································································.192 第十章 WhatsApp 营销应用························································································.193 第一节概述············································································································.193 第二节 WhatsApp 营销功能及应用···············································································.195 第三节 WhatsApp 群组营销活动··················································································.200 第四节 WhatsApp 营销成效分析··················································································.202 本章总结··················································································································.203 本章习题··················································································································.203

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