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"If you're not social, it's like you're not even there. That's how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook "like" worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock? For more than a decade, author Jeremy Goldman has helped companies inject "social" into their processes. In "Going Social", he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others - and shows readers how to: formulate a social strategy; pinpoint their audience and where they "live" online; give their brand a unique voice and personality; get good at listening; create relevant, engaging content; identify and reward influencers; build strong bonds with bloggers; become truly customer-centric; avoid pitfalls when possible-and respond to negative feedback when a misstep is made; cultivate brand spokespeople; use targeting to engage more effectively; turn employees into social marketers; engage with ROI in mind. The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, "Going Social" is an indispensable guide to connecting with customers in the brave new social frontier."

"Real friends communicate with honesty, listen closely, and aren't afraid to admit when they're wrong. If you want to succeed in social media, you have to behave the same way. "Likeable Social Media" provides 18 strategies for creating an authentic "brand personality" through Facebook and other social media platform. Social-media marketing guru Dave Kerpen reveals the secrets to building a brand's popularity by being authentic, engaging, and transparent on Facebook and other social media sites. You'll learn the same methods he has used to successfully redefine the brands of a number of large companies, including 1-800-FLOWERS and Cumberland Farms. Complete with serious strategies communicated with wit and humor, "Likeable Social Media" is the definitive source for using social media to win new customers, gather valuable feedback, and increase the bottom line."

"Summary: With The Power of Real-Time Social Media Marketing, you'll learn how to take advantage of today's "fluid" business environment and develop innovative ways to meet market demands. And here's the best part: all your toolsùFacebook, Twitter, YouTube, and other sitesùare free!"

"Ketertarikan luxury fashion brand dalam menggunakan social media marketing (SMM) sebagai strategi pemasaran mereka semakin berkembang(Kim dan Ko, 2011). Mengacu pada penelitian terdahulu (Kim dan Ko, 2011),penelitian ini bertujuan untuk mengidentidikasi atribut-atribut dari aktivitas SMMdan menguji pengaruhnya terhadap 3 faktor pendorong customer equity,yaitu value equity, relationship equity, dan brand equity, dan purchase intention. Penelitian ini mengambil studi kasus merek fashion Zara yang merupakan salah satu merek yang menerapkan konsep new luxury. Lima konstruk aktivitas SMM adalah entertainment, interaction, trendiness, customization, dan word-of-mouth. Dengan mengambil sampel penelitian dari 386 responden, data hasil penelitian diolah menggunakan Structural Equation Modelling. Hasil penelitian menyatakan lima konstruk aktivitas SMM secara positif mempengaruhi customer equity,melalui faktor pendorong relationship equity dan brand equity, dan purchase intention.

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The growth of interest in the use of social media marketing (SMM) as one of their marketing strategy among luxury fashion brands increases (Kim dan Ko, 2011). Based on previous study (Kim dan Ko, 2011), this study set out to identify attributes of SMM activities and examine the relationships between three key factors effecting customer equity, which are value equity, relationship equity, and brand equity, and purchase intention. The fashion brand sample uses in this study is Zara where Zara practices the concept of new luxury brand. Five contructs of SMM activities are entertainment, interaction, trendiness, customization, and word-of-mouth."

"ABSTRAKPenelitian ini membahas prediktor niat untuk mengungkapkan empati di media sosial. Model Theory of Reasoned Action diaplikasikan ke dalam model untuk melihat bagaimana sikap dan norma subyektif dapat memprediksi niat untuk mengungkapkan empati. Untuk semakin memahami perilaku dalam media sosial, pengaruh sosial dan kekhawatiran akan privasi ditambahkan untuk memprediksi niat. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menunjukan bahwa sikap dan norma subyektif dapat mempengaruhi niat terkait pengungkapan empati. Sementara, daya tarik emosional, nilai informasi, dan kreativitas dapat mempengaruhi sikap pengguna terkait perilaku pengungkapan empati. Akhirnya niat untuk mengungkapkan empati berhubungan dengan sikap seseorang terhadap merek terkait.

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ABSTRACTThis research explains the predictor of intention to express empathy in social media. Theory of Reasoned Action was applied to the research model to understands how attitude and subjective norm predict intention to express empathy. To further understand user behavior in social media, social influence and privacy concern were added to predict intention. This research is a quantitave research with descriptive design. The result shows that attitude and subjective norm can predict intention to express empathy. While emotional appeal, informational value, and creativity affect user attitude towards empathy expression. Finally, intention to express empathy positively related to attitude towards brand."

"Instagram menjadi ruang bagi para penggunanya untuk saling berinteraksi atau saling berinteraksi dengan brand page yang ada di dalamnya. Dalam keterlibatan pelanggan, ada beberapa faktor yang mempengaruhi perilaku pelanggan untuk terlibat dengan konten, yaitu keterlibatan, partisipasi pelanggan, dan komitmen. Dari hubungan keterikatan tersebut menghasilkan ikatan emosional terhadap merek yang dihasilkan pelanggan sehingga mengarah pada tingkat loyalitas pelanggan. Penelitian ini bertujuan untuk mengeksplor hubungan customer engagement pada konten giveaway yang diposting oleh brand di Instagram dan mengidentifikasi apakah ada hubungan antara customer engagement dan brand loyalty. Penelitian ini menggunakan purposive sampling dari 250 pengguna Instagram di Indonesia yang mengikuti dua akun brand di Instagram. SEM-PLS digunakan untuk melihat hubungan antar variabel. Temuan menyiratkan bahwa anteseden involvement, customer participation, dan commitment memiliki efek positif pada keterlibatan pelanggan dan memiliki pengaruh signifikan dalam menghasilkan loyalitas merek. Hasil memberikan pemahaman tentang strategi pemasaran digital dengan menguji pengaruh customer engagement terhadap brand loyalty melalui konten giveaway yang dibagikan di media sosial.

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Instagram is a space for its users to engage with each other or the brand pages in it. In customer engagement, there are several factors that influence customer behavior to engage with content, namely involvement, customer participation, and commitment. From this engagement relationship will produce an emotional bond to the brand generated by the customer so that it leads to a level of customer loyalty. This study aims to explore the relationship between engagement behavior on a giveaway content posted by a brand on Instagram and identify if there is a relationship between customer engagement and brand loyalty. This study uses purposive sampling from 250 Instagram users in Indonesia who followed two brand accounts on Instagram. SEM-PLS was used to see the relationship between variables. The findings imply that involvement, customer participation, and commitment have a positive effect toward customer engagement. Also, the antecedent of customer engagement has a significant effect on generating brand loyalty. The results provide a better understanding of digital marketing strategy by examining the influence of customer engagement toward brand loyalty by the giveaway content shared on social media."

"Penelitian ini menganalisa kecenderungan isi pesan wirausaha pada social media Twitter, khususnya yang pada tagar (#)wiRABUsaha. Metode penelitian menggunakan analisis isi kuantitatif dengan fokus penelitian pada kecenderungan isi pesan, penyebaran pengguna, dan pemanfaatan jaringan social media pada wirausaha. Pesan yang dianalisis, merupakan pesan pada bulan Januari 2012. Dari hasil analisis data, diketahui bahwa isi pesan wirausaha cenderung menciptakan suatu karakter wirausaha yang berbeda, yaitu karakter ketuhanan. Dengan penyebaran pengguna yang sudah heterogen, namun karakter pengguna masih banyak sebagai penerus pesan, bukan pencipta pesan.

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This study analyzes the tendency of the contents of entrepreneurship messages on social media Twitter, especially on hashtag (#) wiRABUsaha. The research method uses quantitative content analysis with research focusing on the tendency of the message content, user deployment, and utilization of social media networks on entrepreneurship. Messages that were analyzed, are messages in January 2012. From the analysis of the data, it is known that the content of the message entrepreneurial tend to create a different entrepreneurial character, the character of divinity. With the spread of users who are heterogeneous, the characters of users are still many as ?the share? to the message, not ?the creator? of the message."